Take a lack lustre brand and make it beautiful

Position

Executive Creative Direcor

Services

Branding & Visual Identity

Brand Execution & Marshaling

Marketing Campaigns

Strategy & Analytics

Leadership, Budget & Finance

Recruited from FOX in the USA, I was tasked with completely rebranding FOX Sports Australia, which had become outdated and irrelevant. Subscriptions were declining despite premium pricing.

I conducted a thorough brand audit, introduced a sleek design, and enhanced programming. Our customer-centric approach revitalised FOX Sports Australia, creating a sharp, prestigious identity and reigniting subscriber growth.

Results & recognitions

within 2 years
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
Item description
Continual ratings growth across all sport codes and shows. Highlights include Football increasing 24%, NRL 8%, broadcasting the Socceroos most watched game in history and Australia vs. the Lions test series being in the all-time top 20 subscription programs.
FOX SPORTS
Rugby on FOX SPORTS
Show Open Titles – “Sterlo”
Most Creative Launch – THE CROWD

Everybody’s talking

“I was personally very, very impressed with the quality and personality of the new look. It is refreshing and energizing.”

— Kim Williams – then Chief Executive Officer News Corp Australia.

“Outstanding and spectacular.”

— Barney Francis – Managing Director SKY SPORTS UK.

“That is absolutely f%$#ing awesome! Kudos all round!.”

— David Hill – Senior Executive Vice President News Corp USA.

“Cutting edge, this is the most outstanding look of all the Sports franchises.”

— Vic Wakeling - former Managing Director Sport and News BSKYB UK.

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Overview

Victory in sight

A Bold New Era

We took initiatives unseen in Australian media, from aesthetic transformations to innovative commentator dynamics, and delivery methods. This comprehensive effort aimed to redefine content by enhancing viewer engagement and delivering fresh, captivating experiences. Pushing boundaries ensures FOX remains at the forefront, setting new standards in media.

Complete Rebranding

Executed a rebrand across all disciplines; production, presentation, digital, social media, and on-air promos. Modernized production methods, revamped presentation, and enhanced our digital engagement. Our dynamic content and strategic marketing initiatives were designed to maximise subscriber value and deliver a premium entertainment experience.

Australian Revolution

Introduced technical advances not seen in Australia and enhanced its cultural relevance. This transformation turned it into a modern, prestigious brand, with dynamic initiatives ensuring subscribers were getting their money's worth, reigniting growth and reestablishing its market leadership.

Building brand fom the ground up

Roadmap for sub brands: Every sport assigned a unique personality

Look & feel over all channels

Production

Revamped on-air production, introducing groundbreaking technical innovations including VAR graphics— a first in Australia— and instant stats. Each sport code now boasts its own unique personality, with a diverse lineup of commentators blending sports expertise and entertainment, complemented by individual graphics packages tailored to enhance viewer engagement. Modernised sets feature contemporary aesthetics, enhanced lighting, and innovative camera angles, ensuring a dynamic and engaging viewer experience while setting new benchmarks in sports broadcasting excellence.

Technical innovations

During gameplay, we utilized cutting-edge technical innovations which provided dynamic perspectives and detailed coverage from multiple angles, enhancing viewer immersion and capturing every crucial moment with precision. Combined with real-time stats, these innovations redefined the sports broadcasting experience, setting new standards for clarity and engagement.

Show opens

Each show open introduces a distinct atmosphere and purpose. From analytics-driven segments to action-packed narratives, every program begins with a focused approach that sets the tone for our diverse lineup. Each show is crafted with its own unique personality and dedication to delivering in-depth insights and entertainment.

Marketing

I spearheaded innovative marketing campaigns, strategically leveraging digital platforms and partnerships to amplify brand presence and engagement. By targeting key demographics with compelling content and promotions, we successfully enhanced viewer acquisition and retention.

Online: On / Off Platform

Implemented integrated online and offline platform strategies to maximize reach and engagement.
CRM

Implemented a robust CRM strategy to enhance customer relationships and personalize communications, driving increased engagement and satisfaction.
On-Air Promotions

Including comprehensive advertising campaigns, compelling player vignettes, and targeted sport-specific campaigns.
YouTube

Developed engaging long-form YouTube content to deepen viewer connection and broaden audience engagement.
Broadcast Integration

VIZ, Competition Story segments, bug, Shows, Lapel Pins, and match pointers .
Social Media

Crafted dynamic social media strategies to boost interaction and community engagement .
Facebook

Crafted compelling Facebook campaigns to foster community engagement and amplify brand visibility.
Venues

Utilized venues as key marketing channels, deploying posters, coasters, and branded mats to enhance visibility.
Stunts

Executed innovative stunts and activations to drive engagement and audience interaction.
PR: Talent and Integrated Stories

Featured in various publications including digital, magazine covers and feature stories.
Celebrity Integrations

Celebrities featured in various publications plus cameos in advertising campaigns.
Internal Coms

Staff events in offices hosted by talent , themed posters, themed reception logo, EDM to staff, stationary and merchandise.
Radio & OOH

Employed radio and out-of-home (OOH) advertising to amplify reach and brand resonance.
Sport Code Support

Promotion across specific sport codes including in venue, On-ground MC script, On-ground big screen graphic, Social media content sharing, access to supporter groups.
Marketing Integration

National masthead support and integration into marketing content, editorial, on line and consumer promotion
Merchandise

Developed and distributed contemporary branded merchandise to enhance fan loyalty and visibility for FOX Sports Australia.