Football Federation Australia (FFA) has named Saatchi & Saatchi and Starcom as its creative and media agency partners, following a competitive pitch.
The two Publicis agencies replace incumbents BMF and MediaCom and will lead a fresh approach for the FFA, including the the Hyundai A-League.
BMF has held the account since 2010 and last year earned a bronze at Cannes Lions for its 'You've Gotta Have a Team' ad.
FFA head of commercial, digital and marketing Luke Bould says the arrival of the new agencies would fuel a range of initiatives for the next Hyundai A-League and Westfield W-League seasons, aimed at increasing attendances and viewership.
"The aim of our marketing will be to get them engaging more directly with our professional leagues, clubs and national teams," Bould says.
“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 & Saatchi and Starcom, whose passion for the game and strategic thought really shone through.”
Anthony Gregorio, recently appointed CEO of Saatchi and Saatchi, said he is "honoured" to work on the account, being a football tragic himself.
Starcom GM Martin Hadley says the agency will help FFA realise its "full potential" and fuel the passion for the sport.
The joint Publicis win is one of many for the holding group since it introduced the 'Publicis One' model, leveraging capabilities from within the group to create a 'one-stop shop' for clients.
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