EssenceMediacom keeps NRL in its camp

EssenceMediacom has extended its partnership with the National Rugby League after a competitive pitch, securing a renewal that continues a successful three year relationship between the two organisations.

The agency first won the business in 2022 and has since worked with the NRL to support some of its biggest milestones, including record breaking attendances at marquee events, expansion of the women’s competition and the code’s launch into the United States.

Data led at the heart

A key part of the pitch was EssenceMediacom’s Data, Tech and Analytics capability, which demonstrated how the agency can continue integrating the NRL’s first party data into media planning, activation and measurement.

The enhanced approach is designed to deliver incremental growth, greater personalisation and deeper insight into evolving rugby league audiences.

The strategy was further supported by WPP Media’s sport and entertainment team, which presented partnership concepts for the NRL’s major tentpole moments, including Magic Round and State of Origin across both the men’s and women’s competitions.

Pippa Berlocher, Australia and New Zealand CEO of EssenceMediacom, said the renewal reinforces the strength of the partnership.

“We are delighted to continue our partnership with NRL, a brand that is synonymous with Australian culture and sporting excellence.

"Retaining this account in a competitive pitch showcases the value we deliver and the strong relationship we have built with the NRL team. We look forward to supporting NRL’s ongoing growth and driving breakthrough results," she said.

The NRL retention adds to a series of wins and renewals across the WPP network, where the group’s AI driven marketing platform, WPP Open, has been adopted as part of strategic planning solutions.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.