EssenceMediacom wins 2024 Tour de SBS agency challenge

EssenceMediacom was crowned the winner of the 2024 Tour de SBS agency challenge, besting PHD and Hearts & Science.

The evening marked the tenth time SBS has run the Tour de SBS agency with more than 250 participants from across Sydney’s leading media agencies.

Hosted at Carriagworks by SBS’s World Cup Daily show hosts Claudio Fabiano and Kat Sasso, agencies competed in several SBS-themed challenges.

This included the Tour de France minibike ‘pass the baguette’ cycling relay, the Rogue Heroes challenge – an inflatable obstacle course with a team member wrapped in a parachute, the FIFA World Cup challenge – a giant Connect4 with inflatable football, the Alone Australia challenge – ‘hunt and gather’ ten survival items, The Cook Up with Adam Liaw challenge – guess the ingredients challenge which focused on native ingredients.

The GroupM agency correctly guessed the six native ingredients in SBS’s The Cook Up challenge with Adam Liaw and Karla Grant.   Essencemediacom also excelled in the "pass the baguette" minibike race – this was despite a number of agencies having some very creative ways of holding on to their baguettes in the challenge.

  Following EssenceMediacom in second place was Hearts & Science and PHD in third spot.   EssenceMediacom won a voucher to spend at any of the three restaurants run by Plate It Forward – a hospitality organisation in Sydney that intertwines delicious food with powerful social impact.   SBS’s broadcast of the Tour de France kicks off this Saturday 29 June live on SBS and SBS On Demand.

  For the first time in history, the race will not finish in its traditional Paris destination, but the city of Nice in the Cote d’Azur which will host the final stage of this year’s Tour.   Prior to the start of the tour, Mediaweek has been on the road in Northern Italy, visiting the major cities that the tour will visit in its first three stages.

See also: Tour de France 2024 TV Guide: Where and when every stage, plus commentator guide