Aussie Sports Marketing Campaigns “Need A Purpose”: M&C Saatchi S&E’s Jamie Gilbert-Smith

Aussie Sports Marketing Campaigns “Need A Purpose”: M&C Saatchi S&E’s Jamie Gilbert-Smith
SHARE
THIS



With entries closing soon for the Ministry of Sports Marketing (MSM) Awards 2017, B&T was lucky enough to chew the fat with another of last year’s winners, M&C Saatchi Sport & Entertainment Australia MD Jamie Gilbert-Smith.

What does it mean to be a Ministry of Sports Marketing Award winner? How has it helped your career/organisation?

We’ve had a phenomenal last 12 months. Our organic growth and new client wins are a testament to the strategy, creativity and tenacity of the team. Winning the award has boosted the team and cemented our reputation within the sports marketing category. To be recognised by your peers and the industry for your hard work, creativity and results is always rewarding and humbling.

What does the Ministry of Sports Marketing Awards mean to the industry as a whole?

Previously, sponsorship and sports had little industry recognition often falling between categories or being lumped in with ‘other’, meaning we’d be up against a medical agency for best ‘specialist’. Compared to the UK and US markets, our field isn’t properly acknowledged for its creativity or effectiveness as a marketing channel.

It’s commendable the Ministry of Sports are putting a local lens on sports marketing. It elevates our industry as a whole and attracts people to our field. Hopefully the awards go from strength to strength.

What makes a great sports marketing campaign?

Sponsorship campaigns should be held to the same high standards as any marketing campaign. A brilliant campaign stems from compelling insights into the passion platforms, tight strategy with cultural or social relevance paired with creativity. Being accountable and delivering brand and business results is imperative.

How do you rate the quality of sports marketing here in Australia compared to the US and Europe? What can we be doing better?

The markets are quite different. We’re lucky to be part of a global network with offices in Sydney, London, Berlin, LA, and New York, so we are exposed to a lot of international work. We see campaigns overseas are often much more ingrained in the overall marketing plans for brands than they are in Australia.

The Australian sports market is dominated by a much smaller number of brands who aren’t pushed to creative excellence by healthy competition. I’d like to see more brands integrating sponsorships into their broader marketing, including CRM strategies, product development and through-the-line campaigns. Overseas, you see products wrapped into the fan experience, companies aligning rewards programs tightly to fan behaviour and engaging content delivered through the most compelling creative.

Once we see campaigns anchored to a purpose, we’ll quickly catch the international market.

What’s the biggest challenge that the Aussie sports marketing industry faces going forward?

Our biggest challenge runs parallel with our greatest opportunity. We have strong national sports platforms with our football codes and cricket, yet some brands are struggling to find cut-through. We need to be more creative with our sponsorship strategies across sports like surfing, esports and drone racing. The opportunity is there for creative and progressive brands to stand out from the crowd in smarter, more targeted ways.

What advice would you give to those marketers wanting to enter the sporting realm?

A love of sport is an obvious must. Additionally, a sound understanding of everything within the marketing mix is essential. To be a great sports marketer, you need to be a specialist in multiple marketing fields. You need to be highly adaptable and be comfortable wearing multiple hats.

Most importantly, don’t assume the industry is a junket. It’s great fun, but ultimately it’s brand and business results that win awards. The free tickets are just part of the ride.

If you think you’ve got what it takes to be in the running at this year’s MSM Awards, enter here before 5pm (AEST) on Wednesday 24 May.

Please login with linkedin to comment

Collaboration Jamie Gilbert-Smith M&C Saatchi Sport & Entertainment Ministry of Sports Marketing Awards 2017 MSM Awards 2017

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.