Publicis Sport and Entertainment launches in Australia with Dare Iced Coffee partnership

Publicis Groupe has launched its Publicis Sport and Entertainment (PSE) offering in Australia, with Dare Iced Coffee engaging PSE to drive its e-sports strategy.

PSE will work alongside Publicis media agency Starcom – which already works with Lion Dairy and Drinks, the owner of Dare – to develop Dare Iced Coffee’s approach to reaching e-sports and gaming fans.

Ashley O’Rourke will head up PSE in Australia

Lion Dairy and Drinks, by engaging PSE, is aiming to broaden the brand’s target audience from e-sports fans to also capture casual gaming fans. The new strategy will involve local sponsorship of ESL, the world’s largest e-sports platform, and the engagement of gaming influencers later this year.

“We’re excited to be working with Publicis Sport and Entertainment and Starcom to evolve our e-sports strategy and supercharge our engagement with this hard-to-reach audience,” said Darryn Wallace, Lion Dairy and Drinks’ marketing and innovation director.

Ashley O’Rourke will be director of the Australian arm of PSE, reporting to Patrick Whitnall, Publicis Media’s head of content and sport ANZ.

Whitnall, Publicis Media’s head of content and sport ANZ

“This new offering allows us the opportunity to create an integrated sport and entertainment solution, providing our clients with a full portfolio that includes strategic consulting, research, creative leadership, content production, PR, social, digital and experiential execution across the group,” said Whitnall.

“To do this we have hired one of the rising stars in the sector, Ashley O’Rourke, who has led some of the best-in-class sports partnerships in market.”

Publicis Groupe’s ANZ CEO, Michael Rebelo, added that PSE will allow clients to maximise the return of sponsorship investment.

“As a group, one of our strengths is our ability to provide clients end-to-end solutions through the diverse capabilities of our agency businesses. While we continue to do a lot of work in sponsorship, the addition of Publicis Sport and Entertainment will further boost our ability to make sure that clients are maximising the return from their sponsorship investment within the context of their overall media and marketing strategy,” Rebelo said.

“Publicis Sport and Entertainment is already starting to work with agencies within our group.”

PSE also has a presence in the US, UK, and Europe.


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