AFL Media seeking creative director as part of expanded in-house offering

AFL Media is looking to hire a creative director, as the in-house team of the Australian Football League continues to transform from its origins as a league and club news outlet.

The creative director role is new to AFL Media, and will oversee the creative output of AFL Media and the digital production department, leading the team of design and video creatives. The creative director will be responsible for the AFL brand strategy and execution across all media, as well as a mix of television production and marketing campaigns.

AFL Media is on the hunt for a creative director


In response to Mumbrella’s questions about building out the team to reduce outsourced marketing activities, the AFL said: “We have expanded our in-house talent across the board, including social, video production and audience insights and digital operations. The CD role will help not only with our AFL [and] club work, but also that of other partners.”

AFL Media added that the introduction of the role was reflective of how the team had evolved.

“The role of AFL Media has always been to engage our fans and bring them closer to the game. The department started in 2012 with a bent on industry and club news and has evolved to become a multimedia sports offering expanding our content production capability to include video, podcast and animation – across a range of brands including AFLW and our latest addition, AFL On Demand – our new video streaming product,” it said.

“The ever changing media landscape and how audiences consume content will always be the driving force for change. Whilst our purpose hasn’t faltered, we’ll always look to innovate and adapt to ensure exceptional experiences for our fans.”

With the challenges COVID-19 posed to the AFL, the league underwent a major restructure. AFL Media did not escape with 20% of roles made redundant in August, and leader, Darren Birch, leaving the organisation as result.

In lieu of matches taking place due to the pandemic hiatus, AFL Media launched a range of new content to keep fans engaged. In September, free streaming platform, AFL On Demand, was launched in partnership with with Telstra providing fans with access to AFL content series, documentaries, short files and historical content.

The organisation also attracted the attention of the industry and football fans when AFL Media journalist, Mitch Cleary, was stood down after identifying Brooke Cotchin, the wife of Richmond captain Trent Cotchin, as the person in the middle of a COVID-19 hub breach in a tweet. Cleary was reinstated days later after receiving the support of the Cotchin family.

The AFL had to transition the league into interstate hubs due to the pandemic, a move AFL Media said bolstered its focus on marketing in Queensland.

“QLD and NSW have always been a priority for our growth as a code – in marketing, game development and in the expansion of our competition,” it said.

“The unique circumstances of season 2020 further engrained our game in QLD and we will continue to leverage the momentum that this season afforded us.”

Building out the team with the addition of a creative director comes after this year’s season launch campaign, ‘Believe’, was created in-house. Previously the AFL has worked with Clemenger BBDO Melbourne.

Candidates for the creative director role need to have seven or more years of experience in creating online video marketing, brand-telling stories, and social media marketing.


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