Cricket Australia has handed its creative account to M&C Saatchi Melbourne, ending a long-standing relationship with GPY&R.
M&C won the account in a four-way pitch, after leveraging the expertise of its sports sponsorship sister agency M&C Saatchi Sport & Entertainment. The sports agency will now increase its presence in the Melbourne market to help service the account.
The agency is tasked with introducing new audiences to the sport and promoting all forms of international cricket next season.
Ben Amarfio, executive general manager of media, communications and marketing at Cricket Australia said: “The pitch process for the creative account has been a valuable experience for Cricket Australia, and it was not easy to make a final decision, with all of the pitching agencies showing great strategic insight about our business and about what cricket means to Australia.
“The team at M&C Saatchi Melbourne exhibited a real passion for cricket and this, combined with a strong creative response, won them the business. We look forward to working with M&C Saatchi to attract both existing and new audiences to cricket in the 2014-15 season and beyond.”
M&C Saatchi Melbourne director of growth strategies, Catherine Graham, said: "Cricket Australia is a huge Australian brand and one we are delighted to be working with. We will be running the account with valuable involvement from M&C Saatchi Sport & Entertainment who will be joining us in Melbourne to deliver the best summer of cricket yet."
GPY&R had held the account since 2010. Before that it was held by Leo Burnett Melbourne for three years, prior to which the account was held by George Patterson group until 2007.
Updated: GPY&R wishes to make clear that it did not contest the account.
"GPY&R declined to participate in the creative pitch. We are incredibly proud of the work we’ve created over the last 4.5 years and the role we've played in reinvigorating interest in Test and ODI cricket, along with launching the burgeoning BBL competition," said managing partner Julian Bell. "We truly wish Cricket Australia all the best."
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