Case History Database

Facing years of A-League attendance declines, urgent intervention was required to secure the future of the game. This case shows the impact of breaking away from sports marketing best-practice to produce disproportionally effective results. Selling ‘the contest’ to the same sports fan audience in the same traditional channels with a fraction of the budget of competitors wouldn’t return growth. A-Leagues found a new pool of fans, and engaged with them in a new way. Instead of creating an ad campaign about football, a cultural movement that inspired Australia’s next generation to play their own way, on and off the pitch - Here Come The Future.

Seamus Higgins	CCO APAC
Victoria Curro	Managing Director
Claire Waring	Executive Creative Director
Ben Newman	Associate Creative Director
Ben Miles	VP, Executive Creative Director, Brand Design & Consulting, APAC
Justin Phang	Creative Director
Henry Cook	Design Director
Jane Duru	Verbal Design Director
Louis Johanson	Senior Designer
George Robertson	Group Director, Client Services
Lauren Butterfield	Group Account Director
Kyle Belcher	Head of Content
Josh Agnew	Account Director
Heather Sheen	Head of Strategy
Jon Holloway	Executive Strategy Director
Scott McKinnon	Senior Strategist
Callum James	Senior Social Strategist
Matt Vanderberg	Social Media Manager
Erin Moy	Executive Producer	Entropico
Gabriel Gasparinatos	Director	Entropico
Adam Ireland	General Manager	BRING
James Griffiths	Executive Creative Director	BRING
Chris Russell	Brand Partnership Director	BRING
Danny Townsend	CEO	A Leagues
Ant Hearne	CCO	A Leagues
Rob Nolan	Director, Marketing & Data	A Leagues
Damaris Treasure	Director of Strategic Communications	A Leagues
David Davutovic	Football Consultant	A Leagues
Angela Colless	Head of Fan Engagement	A Leagues
Nathan Sammut	Senior Marketing Manager	A Leagues