Publicis Sport & Entertainment Expands To Australia

Publicis Sport & Entertainment Expands To Australia
SHARE
THIS



Publicis Groupe today announced the expansion of its Publicis Sport & Entertainment (PSE) offering into Australia, with Lion Dairy & Drinks’ Dare Iced Coffee engaging PSE to drive the brand’s e-sports strategy.

Publicis Sport & Entertainment is a global Publicis Groupe solution that helps brands and rights holders use sport and entertainment to optimise their return from sponsorships, and broader sports media channels.

Working alongside Publicis Media agency, Starcom – which counts Lion Dairy & Drinks as a client – Publicis Sport & Entertainment has been charged with developing Dare Iced Coffee’s approach to reaching the highly-engaged fans in the e-sports and gaming industry.

With a burgeoning e-sports and gaming audience around the world, Lion Dairy & Drinks is aiming to broaden the drink brand’s target audience from competitive e-sports fans, to include casual gaming fans.

As part of the new strategy, activity will include the local sponsorship of ESL, the world’s largest e-sports platform, and the engagement of gaming influencers later in the year.

Lion Dairy & Drinks marketing and innovation director, Darryn Wallace said: “We’re excited to be working with Publicis Sport & Entertainment and Starcom to evolve our e-sports strategy and supercharge our engagement with this hard-to-reach audience.”

In Australia, Publicis Sport & Entertainment is being led by director, Ashley O’Rourke (pictured below).

Ashley ORourke_Publicis

He reports into Patrick Whitnall (pictured below), Publicis Media’s head of content and sport ANZ.

Patrick Whitnall_Publicis

Whitnall said: “This new offering allows us the opportunity to create an integrated sport and entertainment solution, providing our clients with a full portfolio that includes strategic consulting, research, creative leadership, content production, PR, social, digital and experiential execution across the group.

“To do this we have hired one of the rising stars in the sector, Ashley O’Rourke, who has led some of the best-in-class sports partnerships in market.”

Publicis Groupe ANZ COE, Michael Rebelo added: “As a group, one of our strengths is our ability to provide clients end-to-end solutions through the diverse capabilities of our agency businesses.

“While we continue to do a lot of work in sponsorship, the addition of Publicis Sport & Entertainment will further boost our ability to make sure that clients are maximising the return from their sponsorship investment within the context of their overall media and marketing strategy.”

Rebelo concluded: “Publicis Sport & Entertainment is already starting to work with agencies within our group as we continue to drive more collaboration for our clients, including through our unique Power of One model.”

Publicis Sport & Entertainment operates in key markets including the US, UK and Europe, offering brands and rights holders in sports and entertainment access to all Publicis Groupe capabilities.

Please login with linkedin to comment

lion dairy & drinks Publicis Groupe

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.