Australian Rugby Union (ARU) has announced it has appointed BWM Dentsu for all its strategic and creative direction.
As the ARU’s lead agency, BWM Dentsu will provide direction across all major rugby products including Super 15s, Rugby Sevens, National Rugby Championship and, of course, the Wallabies.
Rob Clarke, ARU general manager professional rugby, marketing and operations, said BWM Dentsu were appointed to the ARU account because of their commitment to creative ideas that get Australians talking.
“This year is going to be a massive year for Australian rugby. The Rugby World Cup kicks off in September and the Wallabies will be there competing on the world stage. The Rugby World Cup is the third largest global sporting event after the Olympics and the Football World Cup, so it provides a wonderful platform for us to reinvigorate our brand, both locally and internationally.
“The eyes of the world will be fixed on our players as they take on their rivals and we needed an agency with commitment and zeal to help us rally not only existing rugby fans but all sports loving Australians to get behind their team. With their strong strategic background and creative thinking, BWM Dentsu was the clear winner,” he said.
The BWM Dentsu appointment comes at a time when ARU is executing a number of high profile growth initiatives for the sport at home and abroad.
Beyond the Rugby World Cup, should they qualify, both the men’s and women’s Australian Rugby Sevens teams will travel to Rio de Janeiro to compete in the 2016 Olympics. This marks an important milestone for rugby worldwide, as 2016 will be the first time in almost a century rugby sevens has qualified as an Olympic sport.
On home soil, Super Rugby’s evolution from 15 to 18 teams in 2016, incorporating both Japan and Argentina, presents the perfect opportunity for sports enthusiasts to fall in love with rugby union again. The growth of the Buildcorp National Rugby Championship also offers rugby fans and newcomers alike the chance to watch some of Australia’s best up-and-coming talent from all over the country.
Paul Williams, group CEO BWM Dentsu, said: “Rugby Union is an iconic Australian sport with a proud history and exciting future. At the pinnacle sits the Wallabies – an internationally renowned brand. We’re thrilled to be teaming up with ARU and expect the work we do to reflect the passion rugby inspires in Australians of all ages and walks of life.”
