Publicis Groupe wins Swimming Australia account

Publicis Worldwide has bolstered its sports portfolio following its appointment as Swimming Australia’s full-service agency partner, effective immediately.

Publicis Worldwide will lead the national swimming body’s marketing strategy, creative, media, design, social and partnership development. The appointment comes nine months after Swimming Australia signed an exclusive two-year live broadcast streaming deal with Amazon Prime, to distribute Australian Swimming championship events globally on Prime Video.


Swimming Australia CEO, Eugenie Buckley, said: “As the custodian of Australia’s most successful Olympic and Paralympic teams, we’ve created a strategy to expand from this platform – engaging over 5 million Australians who swim at schools, clubs, in communities, in oceans, and a nation of over 20 million fans. Publicis Worldwide has proven experience bringing together communications strategy, creativity, data and technology to lead the change, and to shape the future of the sporting and entertainment experience in swimming.”

The latest win follows Publicis Worldwide’s communications partnership with the Queensland Government for its winning Brisbane 2032 Olympic bid. One of the final hero films before voting featured the re-recorded John Farnham anthem, ‘You’re the Voice’, with Indigenous musician Mitch Tambo. The agency is now an International Olympic Committee (IOC) accredited agency.

Publicis Worldwide managing director, Simone Waugh, said: “Our expertise in building brands and now applying it to sports is timely for our agency – with the momentum and change evident as soon as the 2032 Olympic Bid was successful for Queensland.

“The portfolio of brands we have in our Publicis Groupe also presents opportunity for partnerships that transcend both the sport and entertainment worlds. Our team worked tirelessly on the Olympic Bid communications to bring the right balance of brand story, information, and craft to the multiple films, and now we couldn’t be more excited to channel fresh creativity and innovation in to accelerating participation and engaging partnerships for Swimming Australia.”

In October, Publicis Groupe delivered its 2021 Q3 financial results, with “strong organic growth” according to the French holding company, with a net revenue of €2.62 billion (A$4.1 billion) compared to €2.34 billion (A$3.66 billion) in Q3 2020.


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