Case History Database

In 2010, cricket was facing a significant challenge. A ‘lost generation’ of Australians saw cricket as their dad’s game, and not for them. We needed to win over this audience by showing them cricket in a whole new light. It was time for a re launch. Enter BBL - cricket for the 21st century. Through shifting the positioning of BBL from sport to blockbuster entertainment, branding and communications were able to use this new form of the game as the lever to get a whole new audience involved with the game.

	Author/Planning Director/Planner		Tom Ward & Meredith Simpson
	Group Business Director		Matthew Cummings
	Account Director		Leah Champion
	Account Manager		Courtney Robertson
	Creatives		Ant Simmons & Alex Wadelton
	Group Director, Strategy, Culture & Insights		Jeremy Sankey		Mediacom Melbourne
	Group Business Director		Wayne Philbert		Mediacom Melbourne
	Client Communications Planning Manager		Sean Salem		Mediacom Melbourne
	Managing Director		Eminio Putignano		Futurebrand Australia
	Director		Cliff Nicholls		Futurebrand Australia
	Design Director		Sally Anderson		Futurebrand Australia
	Creative Directors		George Katsaras & Tim Kotsiakos		Reactive
	Art Director		Beth Walsh		Reactive
	Designer		Ash Leech		Reactive
	General Manager, Cricket Marketing Services		Mike McKenna		Cricket Australia
	Marketing Manager		Julian Dunne		Cricket Australia
	Product Manager		Anna Muecke		Cricket Australia
	Manager, Digital		Mandi McPherson		Cricket Australia
	Online Assets Program Manager		Kane Washington		Cricket Australia
	Digital Project Manager		Katherine Turner		Cricket Australia