Initiative bowls over Cricket Australia to win media account

Cricket Australia has appointed IPG Mediabrand’s Initiative as its media agency of record, effective immediately, following a competitive pitch.

Initiative’s remit will cover all media strategy, planning and buying for the company.

The agency has been given a clear brief to amplify fan engagement across Cricket Australia’s product portfolio, including international, Big Bash Leagues and participation.

Sam Geer, national managing director at Initiative, said cricket has ‘iconic status’ in Australia’s sporting landscape and pop-culture and the partnership represents an exciting opportunity to increase visibility and reach of the sport across various media platforms.

“I believe there are no bigger icons in Australian sporting culture than our cricket teams. CA set out to find a partner that had a proven history of delivering successful and innovative media campaigns and could demonstrate a clear strategic approach to cut through and engage its broad fan base, including multicultural audiences,” he said.

“Initiative is perfectly placed to meet that brief – and more – and we can’t wait to share our ‘smarts’ and get started.”

Sam Geer said Initiative is “perfectly placed”

Sarah James, managing director, Initiative Melbourne said: “Sometimes an agency experiences a pivotal moment in its journey: partnering with Cricket Australia is one of those ‘gotcha’ moments.

“I never knew we had so many cricket devotees among the team, and we are stoked to be driving the account out of Melbourne, drawing on the skills and capabilities of Initiative’s national team wherever necessary,” she said.

James added: “Cricket is an integral part of Australia’s sporting culture, and we are excited to have the opportunity to help Cricket Australia achieve its ambitious growth objectives, connect with fans… both new and the die-hards… and bring the excitement of the game to new audiences by leveraging our extensive network of media partners. Our partnership marks a significant milestone in both organisations’ next growth phase and underscores our shared commitment to delivering excellence in sports media and communications.”

Cricket Australia’s head of brand and marketing, Teresa Basile, said the feeling is mutual: “We are very excited to partner with Initiative and applaud their leadership in cultural insight, alongside data and analytical solutions that deliver real-world tangible results.

“Initiative’s team brings energy and passion and their pursuit and delivery of excellence clearly stood out. We’re looking forward to a strong partnership,” she concluded.

The win comes after the agency retained the media account for Pernod Ricard ANZ earlier this year, as well as Goodman Fielder’s media and retail marketing duties.

Initiative will being immediately, with the first campaign expected to hit the market ahead of the summer cricket season.

The incumbent, Apparent, held the Cricket Australia account for over 3 years.


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