The New Zealand Rugby Union agreed a deal with Ogilvy as its exclusive advertising agency.
It appointed Ogilvy after it beat off four rival bids for the account. NZRU commercial manager Fraser Holland said the move would help invigorate interest in rugby while growing revenues.
Ogilvy boss Greg Partington said Ogilvy looked closely at the business model of the NFL for its strategic direction, but also cited Ogilvy Action, its Asia Pacific sports promotion arm, as a source of insight.
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