M&C Saatchi Launches New Brand Platform For TAB

M&C Saatchi Launches New Brand Platform For TAB

M&C Saatchi has launched ‘Long May We Play’, an all-new brand platform for TAB.

Underpinned by an extensive strategic development process, including internal and external stakeholder interviews, ‘Long May We Play’ celebrates how racing and sport play on long before, and after, the horses run past the post or the siren sounds.

The unique strategic positioning highlights what makes racing and sport special – it’s not the results on the field or at the track, but rather how it plays on in our lives.

TAB EGM marketing & customer Luke Waldren said: “‘Long May We Play’ recognises the huge role racing and sport play in the lives of Australians and their ability to bring us together. TAB has been a ‘home ground’ of sorts for Aussies for decades, whether that be at the track or in one of our venues. This is an exciting new direction for TAB and we can’t wait to share this work and the exciting things we have planned through spring with the country.”

Long May We Play

The platform began an unbranded roll-out on August 17, with TAB initially taking ownership of out-of-home, digital and press assets.

In the coming weeks, the brand will be brought to life, including a new look and feel,  across further touchpoints including radio, TV, social and in-venue with campaign extensions that speak to specific sporting codes and events.

The work is the first for TAB following M&C Saatchi’s appointment to manage the business in January.

M&C Saatchi chief creative officer Cam Blackley said: “We’ve been working hand-in-glove with TAB to deliver a brand platform with real substance that is worthy of one of Australia’s most iconic brands.

“‘Long May We Play’ is truly about the spirit of Australians; the deep connection we have with Racing and Sport in all its iterations and the value that only TAB can bring, well beyond a bet. As much as it leans on heritage, we think this brand platform is a jumping-off point for category-defining progressive thinking.”



Luke Waldren (EGM Marketing & Customer)

Kent Madders (Head of Brand & Marketing)

Jonathon Rhydderch (Senior Marketing Manager – Brand)

Luke Feddema (Senior Marketing Manager – Sport)

Ben Willis (Senior Marketing Manager – Racing)

Martin McEnery (Marketing Manager – Product)

Natasha Urukalo (Marketing Manager – Retail)

Will Evans (Marketing Manager – Sport)

David Marsh (Marketing Manager – Sport)

Matt Silk (Marketing Manager – Racing)

Brendan McGruther (Marketing Manager – Racing)

John Vellis (General Manager Media & Sponsorships)



Justin Graham – Chief Strategy Officer

Nick Jacobs – Senior Strategy Director

Cam Blackley – Chief Creative Officer

Guy Futcher – Creative Director

Chris Cheeseman – Head of Art

Michael Harris – Senior Copywriter

Neil Walshe – Senior Art Director

Roy Leibowitz – Senior Copywriter

Chris Wilson – Senior Art Director

Simone Cherry – Design Director

Russell Hopson – Group Managing Director

Jasmina Porter – Group Account Director

Will Woods – Senior Account Director

Joshua Johns – Senior Account Manager

Loren August – Head of Broadcast

Monique Pardavi – Senior TV Producer

Pool Collective

Production Company – Pool Collective

Ingvar Kenne  – Director

Cameron Gray – Production Company Producer

Rohan Zerna (The Editors) – Editor



Daniel Clark – Business Director

Scott Crisp – Account Director


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