EssenceMediacom has held onto its media account with the National Rugby League (NRL) following a competitive pitch.<\/p>\n
The WPP-owned agency \u2014 then known as simply MediaCom \u2014 picked up the account for the sporting giant\u2019s media planning and buying from Publicis\u2019 Spark Foundry in 2022<\/a> just before its landmark merger with its network peer Essence.<\/p>\n Mumbrella understands the account is worth roughly $15 million in media spend.<\/p>\n \u201cWe are delighted to continue our partnership with NRL, a brand that is synonymous with Australian culture and sporting excellence,\u201d said Pippa Berlocher, CEO of EssenceMediacom ANZ.<\/p>\n ADVERTISEMENT<\/p>\n \u201cRetaining 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\u2019s ongoing growth and driving breakthrough results.\u201d<\/p>\n Enjoying Mumbrella? Sign up for our free daily newsletter.<\/a><\/p>\n EssenceMediacom said the account is managed in tandem with WPP Media\u2019s Sport and Entertainment unit, which oversees partnerships including Magic Round and State of Origin.<\/p>\n The agency added that the retention is one of several recent wins and defences where WPP\u2019s marketing operating system, WPP Open, played an \u201cinstrumental\u201d role.<\/p>\n Notably, newly formed WPP Media won Suncorp\u2019s media account in September,<\/a> unveiling plans to create a bespoke \u201cOpen Era\u201d model for the insurer, led by Mindshare\u2019s Maria Grivas.<\/p>\n In May, EssenceMediacom scored what was likely its biggest win of the year with Lion \u2014 owner of Toohey\u2019s, XXXX and Heineken \u2014 in a pitch understood to be worth around $60 million.<\/a><\/p>\n