ASIA-PACIFIC – SINGAPORE, FEBRUARY 7, 2011 – Grey Melbourne has been appointed the agency of record by Australian rugby league club Melbourne Storm following a four-way competitive pitch. This win will see Grey Melbourne undertake all communications duties, including the launch of a new Melbourne Storm brand campaign.
Melbourne Storm Rugby League Club is the first fully professional rugby league team based in the Australian Football League-dominated state of Victoria. The club is one of the league’s top teams, having made numerous grand final appearances in major competitions.
According to Claire Murphy, Chief Commercial Officer, Melbourne Storm, “The last year has been a challenging one for Melbourne Storm. The appointment of Grey Melbourne as our creative agency partner is a major step forward to reposition the brand in what is a highly competitive sports landscape. Grey Melbourne has already demonstrated deep insight in relation to both our consumers and brand, which has translated into some very innovate creative outcomes.”
Luke Waldren, Managing Partner, Grey Melbourne, said, “We are very driven by Melbourne Storm’s strong appetite for new beginnings and ideas that engage. As an organisation, they are very aligned to doing things differently and as an agency we are naturally drawn to people and companies that want to have a red hot go in making a difference in what they do.”
Waldren added that Melbourne Storm has a lot to prove in 2011 and Grey Melbourne is very proud to be working with the club at such a critical time in their progression in a town that is so Australian Football League centric.
Grey Melbourne will embark on a fully integrated campaign which includes TV, print, digital and experiential marketing for the Australian market. Work is currently underway and the campaign will roll out in early February.
