CASE STUDY
Brumbies Rugby — taking on the world
When the sport of Rugby Union turned professional in 1996, contentgroup was there for the takeoff.
David Pembroke was approached to advise the new team on their marketing and communication.
contentgroup’s role was to identify the precise story of the Brumbies and tell it to the widest possible audience in Australia and around the world.
contentgroup also managed all the issues faced by the team and ACT Rugby Union, as well as providing strategic advice to the Board, CEO, senior management, Head Coach and players.
Eleven seasons on, contentgroup is still managing the Brumbies brand, telling of a team that has captured the imagination of the Rugby World.
Contentgroup Achievements
Managed the reputation of the ACT Rugby Union and Brumbies’ team as it became one of the most admired Rugby Union teams in the world.
Developed a communication and brand strategy that has helped lift turnover from $400,000 in 1995 to $19 million in 2006.
Achieved a reputation for the Brumbies as the most “media aware” team in World Rugby (Source: Foxsports).
Assisted in negotiations for the biggest Rugby Union sponsorship in the Southern Hemisphere.
Created a media distribution list from 12 in 1996 to 1,500 in 2006.
Built strong relationships with media in Canberra, Australia and around the world.
Provided weekly strategic and tactical advice to the CEO.
Arranged media and political briefings for senior Brumbies’ management.
Managed a series of difficult public issues on behalf of the team and union.
Brumbies’ CEO, Andrew Fagan, says:
"contentgroup has been with the Brumbies since the beginning. They have helped shape the culture of the team and the organisation. Their insights into the value of effective communication has assisted us to grow and prosper. David Pembroke is a trusted advisor, astute strategist and committed advocate. contentgroup remain an integral part of our organisation and will be for the foreseeable future".