EssenceMediacom has held onto its media account with the National Rugby League (NRL) following a competitive pitch.
The WPP-owned agency — then known as simply MediaCom — picked up the account for the sporting giant’s media planning and buying from Publicis’ Spark Foundry in 2022 just before its landmark merger with its network peer Essence.
Mumbrella understands the account is worth roughly $15 million in media spend.
“We are delighted to continue our partnership with NRL, a brand that is synonymous with Australian culture and sporting excellence,” said Pippa Berlocher, CEO of EssenceMediacom ANZ.
ADVERTISEMENT
“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.”
Enjoying Mumbrella? Sign up for our free daily newsletter.
EssenceMediacom said the account is managed in tandem with WPP Media’s Sport and Entertainment unit, which oversees partnerships including Magic Round and State of Origin.
The agency added that the retention is one of several recent wins and defences where WPP’s marketing operating system, WPP Open, played an “instrumental” role.
Notably, newly formed WPP Media won Suncorp’s media account in September, unveiling plans to create a bespoke “Open Era” model for the insurer, led by Mindshare’s Maria Grivas.
In May, EssenceMediacom scored what was likely its biggest win of the year with Lion — owner of Toohey’s, XXXX and Heineken — in a pitch understood to be worth around $60 million.
The agency also picked up Specsavers late last year following a four-month review.