AFL appoints Clemenger Melbourne to creative account
The Australian Football League (AFL) has appointed Clemenger BBDO Melbourne to its creative account following a competitive pitch.
Incumbent agency Cummins&Partners said in a statement to Mumbrella the agency declined to participate in the pitch process.
Chris Jeffares, CEO at Cummins&Partners, said: “It’s always a major decision when you decide to decline to pitch for a longtime client, but we’d had a great few years working on the AFL business. We were incredibly proud of the work we had created, how it resonated with fans and it’s contribution to the strong commercial growth of our greatest game over that time.
“We’ve loved reengaging with fans under the ‘You make the game’ banner right the way through to Chris Hemsworth starring as The Bont last year in ‘I’d like to see that’. And also supporting the powerful ‘Yes’ position the AFL took on marriage equality and discrimination last year. It’s been an honour.”
Clemenger BBDO Melbourne will now be responsible for delivering a new brand platform for the AFL, this year’s launch campaign, finals series and campaigns to increase Queensland and New South Wales audiences.
Julian Dunne, head of marketing and insights at the AFL, said the organisation is excited to be working with Clemenger to launch its new brand platform.
“We have such a passionate fan base and after record audiences in 2017, we have big ambitions for the year ahead with some work in the pipeline that’s going to help us achieve them.”
Simon Lamplough, managing director at Clemenger Melbourne, added: “To be working with such an iconic Melbourne brand as it continues to grow nationally is a great honour for the agency. We’ve really enjoyed working with Julian and his team and we are excited about making an impact on Australia’s most popular sporting code.”
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