Atomic 212° has nabbed Tennis Australia’s media account, after four years with incumbent PHD.
The agency, which was acquired by Publicis Groupe earlier this year, will offer a “smarter, faster, accountable proposition” and ensure data-led, audience-first thinking is embedded across the national sporting body. The partnership also marks significant investment in building deeper connections with fans and participants, both in Australia and around the world.
Rory Heffernan, Atomic 212° Chief Executive Officer, said: “We’re ecstatic about this news. Tennis Australia is such an important cultural organisation, and we are absolutely delighted to be given the opportunity to bring its world-class events and participation initiatives to life.
“Thank you to the Tennis Australia team for sharing your ambition and vision for the organisation, and being so open to a new strategic approach underpinned by our smarter, faster, accountable proposition. We can’t wait to get started.”
Cedric Cornelis, chief commercial officer at Tennis Australia, welcomed the appointment. He said: “We’re thrilled to be partnering with Atomic 212° as we enter a new chapter for Tennis Australia.
“The agency’s strategic vision, digital strength and deep understanding of our ambition to grow both fandom and participation really stood out – as did its team culture, which felt like a natural fit from day one. We’re excited about the impact this partnership will have across our events, our brand, and the sport more broadly.”
Tennis Australia thanked PHD for its partnership and dedication over the last four years with event campaigns, brand growth and audience engagement. Mediaweek understands PHD did not re-pitch for the account.
Two years ago Tennis Australia appointed BMF to as its creative and strategy agency of record.
As part of the partnership, BMF leads Tennis Australia’s marketing strategy and creative for key sporting events – including the Australian Open and United Cup – and drives participation via Tennis Australia’s key products, including Hot Shots, Cardio and beyond.
At the time, Cornelis said: “We are delighted to announce our new partnership with BMF and we look forward to working together to further enhance the appeal of tennis which is ingrained into the Australian way of life.”
“Whether it’s picking up a racquet, buying a ticket to an event or engaging with tennis online, we look forward to building even deeper connections to our audiences in ways that are innovative and memorable.”
Top image: Atomic 212°’ Rory Heffernan