FFA appoints Saatchi & Saatchi as its new creative agency and Starcom as media agency

b7ewk3i1gsd5114m7i9f69kzl.jpgFootball Federation Australia (FFA) has teamed up with creative agency Saatchi & Saatchi and media agency Starcom as part of a fresh approach to growing attendances and broadcast audiences across Football, including the Hyundai A-League.

A number of high profile agencies were involved in a competitive selection process that began in February.
FFA's head of commercial, digital and marketing, Luke Bould, said the arrival of the new agencies would complement a range of initiatives for the next Hyundai A-League and Westfield W-League seasons aimed at increasing attendances and viewership.

Says Bould: "Football is the world game and the biggest club-based participation sport in Australia. We have seven million people in Australia who identify as football fans.

"The aim of our marketing will be to get them engaging more directly with our professional leagues, clubs and national teams.

"We were delighted with the response to the pitch, with outstanding work from a number of agencies, making it a tough decision. We are excited to be working with Saatchi and Saatchi and Starcom, whose passion for the game and strategic thought really shone through."

"With the Caltex Socceroos taking part in the FIFA World Cup this month, defending their title at the AFC Asian Cup in January, the upcoming Hyundai A-League & Westfield W-League 2018/19 seasons, and the FIFA Women's World Cup in June 2019, we have a lot to look forward to," concluded Bould.

Says Anthony Gregorio, CEO, Saatchi and Saatchi: "It's an honour to be appointed and we are delighted to be working with the FFA to promote and grow the premier football code in the country.  As a self-confessed football tragic, the fact this allows me to indulge my passion during work hours is a massive bonus."

Says Martin Hadley, general manager, Starcom: "Our Starcom team is excited and energised to be joining with Saatchi & Saatchi to partner with the FFA. Together we will further develop and execute a powerful communication and channel solution to help Football realise its true potential and fuel the passion for the sport in an exciting and pivotal year."

7 Comments

Why said:

Why leave the agency that gave you so much over the years? BMF gave you campaigns that built your brand into what it is... they won the golden EFFIE, meaning the work actually contributed to business results... there's something more to this story they're not letting on...

justgotALDI said:

BMF must be looking a bit shaky right now. All their eggs in the ALDI basket.

Smoke and mirrors said:

Did the BMF work actually work?

A happy client rarely leaves an agency. Plus, a clever EFFIE submission doesn't always mean the campaign was a runaway success.

Let it go said:

Heard BMF declined to pitch for the account and some whispers that FFA were a nightmare to deal with. BMF do look very ALDI dependent right now though...

BMFucked said:

And ALDI have been sniffing around a few other agencies. Yup. True.

Facts said:

@BMFucked: No they haven’t been. Peanut.

@Let it go: correct.

@smoke and mirrors: happy clients rarely leave, but those struggling to effectively run their own organization do. https://www.theguardian.com/football/2018/feb/21/governance-crisis-fifa-talks-to-step-up-with-a-league-clubs-and-states

Smells fishy said:

Sour grapes in Pyrmont?

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