The AFL has appointed Vizeum to handle its media business after an extensive pitch process. It is the latest account to move from MediaCom.
The GroupM shop had held the account for nine years.
AFL GM of commercial operations, Darren Birch, said Vizeum, which is part of Denstu Aegis, presented the best case aligned to the AFL’s expanding business needs, but said MediaCom had been a “valuable partner” in the last nine years.
“Vizeum presented a very strong strategy and creative approach whilst showcasing their method to collaborate with partners, innovation and account management, which was key to our decision,” he said.
“Leading into our new broadcast rights agreement in 2017, the AFL felt it was the right point in time to review our media agency structure for the first time in nearly ten years. Vizeum’s understanding and approach to integrate with the AFL’s media partners, the Seven Network, Foxtel, News Corp Australia and Telstra, delivered all of our prerequisites and we look forward to working with them moving forward.”
Vizeum national managing director Travis Day said, “The AFL is a brand that connects to so many aspects of society and the opportunity to partner with an organisation that helps shape the fabric of Australia is truly humbling.”
Earlier this week it emerged that GroupM was creating a spin-out bespoke agency for Westpac – MediaCom's largest client.
Sean Seamer told AdNews earlier this week that MediaCom still has a way to go to repair its reputation following the misreporting issues from 2014. He said: “There's obviously hesitancy, but by the same token I'm talking to clients that say 'you need a win, some big wins and that probably makes you hungrier than most',” he says.
"We have to use the technology and processes available to us to ensure that it doesn't happen again. We've done that and, frankly, we've come out the other side of that more tried and tested than any other business in the market. I'd put us up against anybody - any auditor or any procurement department to come in here."
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