PHD Australia has renewed its relationship with the AFL.
PHD first won the business in 2019 from Dentsu’s Vizeum, but the AFL took the work in-house over COVID. Now back in PHD’s hands, the account will be run out of Melbourne.
The agency will be responsible for all media planning and buying, which includes the AFLW competition, Game Development programs, and Marvel Stadium. PHD will also be focused on driving further engagement with the code in 2024 and beyond.
Kylie Rogers, AFL executive general manager of customer and commercial, said the agency demonstrated a high level of media capability and understanding of their outlook on marketing goals and challenges: “With a well-known record of driving growth for Australian brands, we are confident PHD will help us deliver upon our business and media goals.”
Simon Lawson, managing director of PHD Melbourne, added that he was looking forward to working with another established Australian brand following news of their appointment as McCain’s new media agency, a contract extension with ANZ Bank, and retention of HP. Those wins offset the $90m loss of Spotlight to Nunn Media at the start of the year.
“I’m excited about our momentum as an office and looking forward us achieving more great results for our clients this year,” Lawson said.
Kathryn Weatherlake, general manager of PHD Melbourne, is also looking forward to continue working with the AFL and noted: “There are big plans in place for 2024 and we’re looking forward to working with the team to drive the code to new heights.”
Last year’s season saw the AFL set record attendance levels and generate increased viewership, with significant lifts in streaming audiences.
See also: PHD Australia wins McCain