Credit: NRL
EssenceMediacom has retained the National Rugby League media account after a competitive pitch, extending a partnership that began in 2022.
The agency has worked with NRL on audience growth across men’s and women’s competitions, record attendances at major events and the code’s push into the US.
Its pitch centred on integrating NRL’s first-party data into planning and measurement, underpinned by EssenceMediacom’s data, tech and analytics proposition and backed by WPP Media’s sport and entertainment unit.
EssenceMediacom Australia and New Zealand CEO Pippa Berlocher said the retention recognised the work the agency has already delivered.
“We are delighted to continue our partnership with NRL, a brand that is synonymous with Australian culture and sporting excellence,” Berlocher said.
“Retaining this account in a competitive pitch showcases the value we deliver and the strong relationship we have built with the NRL team. We look forward to supporting NRL’s ongoing growth and driving breakthrough results.”
The deal reinforces EssenceMediacom’s position in sports and entertainment and adds to a run of wins for WPP, where its AI platform WPP Open has been used across recent pitches.
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