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Cricket Australia appoints M&C Saatchi as lead creative agency

MUMBAI: Cricket Australia has announced the appointment of M&C Saatchi Melbourne as its lead creative agency.

The appointment of M&C Saatchi Melbourne comes after a four-way pitch process. M&C Saatchi Melbourne collaborated closely with M&C Saatchi Sport & Entertainment on the successful pitch.

As full service creative and strategy lead for Cricket Australia, M&C Saatchi Melbourne has been tasked with introducing cricket to new audiences and promoting all forms of international cricket leading into the 2014-15 cricket season.

Cricket Australia executive GM, Media, Communications and Marketing Ben Amarfio 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.”

Following strong collaboration throughout the pitch process, M&C Saatchi Sport & Entertainment will increase its presence in Melbourne to work closely with M&C Saatchi Melbourne.

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.”

M&C Saatchi Sport and Entertainment MD Jamie Gilbert-Smith said, “To work with such an iconic sport that has so much meaning for Australians is something special. We’re excited about building on their great heritage and the momentum achieved through the amazing Ashes series last year.

“We’re also looking forward to collaborating with M&C Saatchi Melbourne, bringing our specialist sport insights and expertise to collectively deliver Cricket Australia’s brand and business objectives.”