Initiative has been appointed as Cricket Australia’s media agency of record, following a robust pitch process.
The media agency’s remit, effective immediately, covers all media strategy, planning and buying – including contra activities for offline, online display, performance and addressable – with a clear brief to amplify fan engagement across Cricket Australia’s product portfolio, including International, Big Bash Leagues and Participation.
Sam Geer, national managing director Initiative, said cricket has iconic status in Australia’s sporting landscape and pop-culture, and the partnership represents an exciting opportunity to increase visibility and reach of the nationally loved sport across various media platforms.
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