Netball WA appoints 303 MullenLowe
"What started out as a conversation regarding a refreshed commercial and consumer strategy quickly turned into the desire to redefine a broader strategy."
Netball Western Australia has appointed 303 MullenLowe as its brand strategy partner, effective immediately.
303 MullenLowe's team of brand strategists will develop a comprehensive brand definition for the sporting organisation, as well as a value proposition for its brand portfolio.
The strategy aims to shape the future direction of all Netball WA brand expressions and stakeholder communications. It will look to implement a consistent brand position for all aspects of the organisation including West Coast Fever, WA's representative in the domestic netball competition, Suncorp Super Netball, and its charity partner, Shooting Stars.
303 MullenLowe Perth's chief strategy officer, Matt Oakley, said the appointment reflected a need to take a more holistic view of the brand.
“What started out as a conversation regarding a refreshed commercial and consumer strategy, quickly turned into the desire to redefine a broader strategy that would ultimately underpin all of the decisions that would be made in that space.
“Having a clear vision for, and an understanding of how your brand connects with its target audience is the foundation for any organisation. And the development of a clearly defined Masterbrand is an important way for any business to make more informed decisions when it comes to everything, whether that’s future partnerships, how a brand expresses itself or even the people they hire.
"Netball WA in its many forms makes an impact across the state, and we want to galvanise the organisation behind a common understanding of just what that is."
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Netball WA's general manager of commercial, media, marketing and events, Stu Gilsenan, added: “Everyone at Netball WA, West Coast Fever and Shooting Stars is really looking forward to working with the team at 303 MullenLowe to develop our master brand strategy.
“We’ve identified the need to develop a cohesive strategy which links our three growing brands and we cannot wait to see what 303 MullenLowe can develop to help us inspire and grow the next generation of netballers and netball fans across the state."
The appointment follows 303 MullenLowe Perth's latest work for ambulance and first aid service St John Western and Safety Commission (RSC) Australia, Anyone Can Save a Life, – a first-responders campaign which highlights the critical first four minutes after a crash.
