Cricket Australia to get new creative agency as GPY&R Melbourne declines pitch

Cricket Australia Logo 2003Incumbent GPY&R Melbourne is not in contention for Cricket Australia creative account as the organisation has whittled the candidates down to a shortlist, Mumbrella can reveal.

AJF Partnership, M&C Saatchi, McCann and Publicis Mojo will battle it out for the account after GPY&R Melbourne declined to pitch.

GPY&R Melbourne’s managing partner Julian Bell said: “We are incredibly proud of the work we’ve created over the last four and a half years and the role we’ve played in reinvigorating interest in Test and ODI cricket, along with launching the burgeoning BBL competition. We truly wish Cricket Australia all the best.”

Ben Amarfio, executive general manager media, communications and marketing for Cricket Australia, said:  “ The shortlisted agencies have been briefed and will be presenting to us within the next month.”

The account was put out for pitch earlier this month, putting GPY&R on notice.

The Melbourne agency had worked on many campaigns since being appointed in 2010, including the ‘Play Cricket’ campaign which launched in September last year.

At the end of last year GPY&R lost the Defence Force Recruiting account to Havas, shortly after group managing director Steve Doherty left the agency.

GPY&R Melbourne’s other clients include Schweppes, AGL, Australian government (NBN) and the Victorian government.

MediaCom manages Cricket Australia’s media planning and buying and is not being reviewed.

Miranda Ward


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