BWM Dentsu wins Rugby Union account

Rachael Micallef
By Rachael Micallef | 2 March 2015

BWM Dentsu has been appointed as the creative agency for the Australian Rugby Union (ARU) account.

Under the agreement BWM Dentsu will provide the strategic and creative direction across all major rugby products including Super 15s, Rugby Sevens, National Rugby Championship and the Wallabies.

ARU GM professional rugby, marketing and operations Rob Clarke said the Rugby World Cup, which starts in September will set the stage for “a massive year for Australian rugby”.

“The Rugby World Cup is the third largest global sporting event after the Olympics and the Football World Cup, so it provides a wonderful platform for us to reinvigorate our brand, both locally and internationally,” Clarke said.

“The eyes of the world will be fixed on our players at they take on their rivals and we needed an agency with commitment and zeal to help us rally not only existing rugby fans, but all sports loving Australians to get behind their team.”

The appointment follows a number of growth initiatives by ARU to boost the sport here and abroad. Both the men's and women's Australian rugby sevens team will compete in the 2016 Olympics, the first time in almost a century that the game as qualified as an Olympic sport.

BWM Denstus Group CEO Paul Williams said: “Rugby Union is an iconic Australian sport with a proud history and exciting future. At the pinnacle sit the Wallabies – an internationally renowned brand.

“We're thrilled to be teaming up with ARU and expect the work we do to reflect the passion rugby inspires in Australians of all ages and walks of life.”

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