M&C Saatchi creates brand platform for TAB

3 September 2019

Advertiser: Tabcorp
Creative Agency: M&C Saatchi (NSW)

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Long May We Play celebrates how racing and sport play a part in Australians' lives.

M&C Saatchi has launched an all-new brand platform for TAB, Long May We Play.

Underpinned by an extensive strategic development process, including internal and external stakeholder interviews, Long May We Play celebrates how racing and sport play on long before, and after, the horses run past the post or the siren sounds.

“Long May We Play recognises the huge role racing and sport play in the lives of Australians and their ability to bring us together," TAB EGM marketing and customer Luke Waldren says.

"TAB has been a ‘home ground’ of sorts for Aussies for decades, whether that be at the track or in one of our venues. This is an exciting new direction for TAB and we can’t wait to share this work and the exciting things we have planned through spring with the country.”

The platform began an unbranded roll-out on 17 August, with TAB initially taking ownership of out-of-home, digital and press assets.

In the coming weeks, the brand will be brought to life, including a new look and feel, across further touchpoints including radio, TV, social and in-venue with campaign extensions that speak to specific sporting codes and events.

The work is the first for TAB following M&C Saatchi’s appointment to manage the business in January.

“We’ve been working hand-in-glove with TAB to deliver a brand platform with real substance that is worthy of one of Australia’s most iconic brands," M&C Saatchi chief creative officer Cam Blackley says.

“Long May We Play is truly about the spirit of Australians; the deep connection we have with Racing and Sport in all its iterations and the value that only TAB can bring, well beyond a bet. As much as it leans on heritage, we think this brand platform is a jumping-off point for category-defining progressive thinking.”


Luke Waldren (EGM Marketing & Customer)
Kent Madders (Head of Brand & Marketing)
Jonathon Rhydderch (Senior Marketing Manager – Brand)
Luke Feddema (Senior Marketing Manager – Sport)
Ben Willis (Senior Marketing Manager – Racing)
Martin McEnery (Marketing Manager – Product)
Natasha Urukalo (Marketing Manager – Retail)
Will Evans (Marketing Manager – Sport)
David Marsh (Marketing Manager – Sport)
Matt Silk (Marketing Manager – Racing)
Brendan McGruther (Marketing Manager – Racing)
John Vellis (General Manager Media & Sponsorships)

Justin Graham - Chief Strategy Officer
Nick Jacobs - Senior Strategy Director
Cam Blackley - Chief Creative Officer
Guy Futcher - Creative Director
Chris Cheeseman - Head of Art
Michael Harris - Senior Copywriter
Neil Walshe - Senior Art Director
Roy Leibowitz - Senior Copywriter
Chris Wilson - Senior Art Director
Simone Cherry - Design Director
Russell Hopson - Group Managing Director
Jasmina Porter - Group Account Director
Will Woods - Senior Account Director
Joshua Johns - Senior Account Manager
Loren August - Head of Broadcast
Monique Pardavi - Senior TV Producer

Pool Collective
Production Company - Pool Collective
Ingvar Kenne - Director
Cameron Gray - Production Company Producer
Rohan Zerna (The Editors) - Editor

Daniel Clark - Business Director
Scott Crisp - Account Director

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