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Cricket Australia appoints M&C Saatchi ahead of busy season

Cricket Australia has appointed M&C Saatchi’s Melbourne office as its lead creative agency.

The agency, which was selected after a four-way pitch process, will take on a full service creative and strategy lead role for the national governing body.

M&C Saatchi Melbourne will be tasked with introducing the sport to new audiences and promoting all forms of international cricket leading into the upcoming 2014-15 season.

“The team at M&C Saatchi Melbourne exhibited a real passion for cricket and this, combined with a strong creative response, won them the business,” Cricket Australia’s executive general manager for media, communications and marketing, Ben Amarfio, said. “We look forward to working with M&C Saatchi to attract both existing and new audiences to cricket in the 2014-15 season and beyond.”

Following collaboration throughout the pitching process, the agency’s M&C Saatchi Sport & Entertainment sports sponsorship sister company will also further increase its presence in Melbourne in order to work more closely with the M&C Saatchi Melbourne team.

Catherine Graham, director of growth strategies at M&C Saatchi Melbourne, said: “Cricket Australia is a huge Australian brand and one we are delighted to be working with. We will be running the account with valuable involvement from M&C Saatchi Sport & Entertainment who will be joining us in Melbourne to deliver the best summer of cricket yet.”

Australia’s home season will see it face South Africa, India and England ahead of the country’s staging of the 2015 World Cup. Following a period of transition the national team has risen to top both the Test and one-day international rankings.