CASE STUDY
World Cup Winning Wallabies
At the end of the 1997 season the mood around the Australian Rugby Union team was gloomy. A new coach, Rod Macqueen, had taken over a dispirited side and the results were poor.
contentgroup, through David Pembroke, was engaged to review team communication and put forward a plan that would enhance the reputation of the team in the media. Having known and worked with Rod Macqueen for many years, David was asked by the coach to take on the role of running internal and external team communication.
contentgroup developed a communication strategy with two key objectives:
- Create an environment within the team that encouraged open and honest communication.
- Raise the profile of the Wallabies and its players in Australia and around the world.
Contentgroup Achievements
Successfully managed to have all players and team management accept and acknowledge the importance of communication.
Developed, implemented and refined a comprehensive communication strategy that achieved all its objectives over a three year period.
Developed internal communication tactics (newsletters, speeches at team meetings) that informed and enhanced the Wallabies’ team spirit.
Adopted an “open” policy with the media in Australia and around the world. Where possible we said “yes” to every media request.
- Managed numerous relationships on behalf of the team, including Australian Rugby Union communications and media. This was to be a foundation on which the team’s performance could be built. contentgroup aimed to bind the team members and unite their efforts, at the same time as raising the profile of the team and its individual members in Australia and around the world.
In 1999, Wallaby captain John Eales lifted the Rugby World Cup. Australia were champions.
The Australian team was recognised by the British Media as “the most professional, warm and engaging side” competing in the World Cup tournament.
The team returned home and were acknowledged with a massive ticker tape parade through the streets of Sydney. The Wallabies had not only won a sporting competition, they’d also won the hearts and minds of the Australian people.
John O’Neill, CEO Australian Rugby Union, says:
“Everything about our effort at the 1999 World Cup was professional including the team communication. We won a lot of friends at the tournament by the way we conducted ourselves. It was a great credit to David Pembroke that our communication was managed so professionally”.