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Moonee Valley Racing Club appoints Frankly as its lead marketing agency

Melbourne-based agency, Frankly, has been appointed as lead marketing agency for the Moonee Valley Racing Club and its racing, property and hospitality divisions.

Frankly will be responsible for building “data-driven, performance-based initiatives and strategic campaigns” over the next two years.

The teams from Frankly and the Moonee Valley Racing Club

Frankly’s appointment followed a tender process which came down to four agencies.

Carmen Smith, MVRC general manager of marketing and communications, said in a statement: “We were committed to finding the best fit for our business, a hybrid of maturity, strategic excellence and data-driven performance management. Frankly answered our brief and more and the whole team is looking forward to getting underway on our future plans.”

Ben Hall, managing director of Frankly, said: “I am so pleased to announce the partnership with the Moonee Valley Racing Club. Backed by our years of experience in performance marketing, we are excited to bring a different marketing lens to the MVRC’s redevelopment project as well as bring expertise to the core functions of racing, hospitality and property.”

Michael Browell, MVRC CEO, added: “It is an exciting time to announce the new partnership as the MVRC are on the verge of creating a new sport, leisure, entertainment and residential precinct.

“It’s a challenging and unrivalled project in Australia, so in that respect Frankly is joining us at exactly the right time.”

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