As entries open for the Sport Industry Awards 2020, we're going Behind the Awards to take a look back at the winners over the last few years. What made them successful? How do they stand out from the crowd? And what has life been like since they picked up the award?
This week, we're talking to Matt Campbell, Executive Creative Director of Young Agency of the Year 2019 winner MATTA, about that award win and what it has done for the agency.
What did it mean to MATTA to win Young Agency of the Year at the Sport Industry Awards 2019?
For the whole agency it was a great moment to be recognised and rewarded for the work we delivered over what was a standout year for us, particularly when you consider how prestigious the judging panel is - it is made up of icons from the industry.
The competition was extremely fierce, and there were many agencies within the category that we admire, so that made it extra special to hear “MATTA” called out at the awards evening.
What do you think helped you stand out among the crowd?
Our work: We were fortunate enough to have several iconic campaigns out last year, such as the Cricket
World Cup - ‘Are You In?’; ATP - ‘Love It All’; and Umbro - ‘Go On’.
Our people: For a start-up agency we have worked really hard to ensure employee engagement and
well-being is high up on our agenda.
Our growth: Only 12% of independent agencies grew at 50% or more last year - MATTA grew at 100%,
and this was driven by a pitch win rate of 70%.
Our diversification: We went global, working in seven countries outside of the UK, compared to two in the previous year and we developed our offering beyond creative campaign work into brand creation. Similarly, we now work with health, fitness and lifestyle brands, such as technology organisation Catapult, fitness equipment organisation Wattbike and sportswear brand Umbro.
Have you seen a change in the industry’s perception of MATTA since winning the Award?
More people know our name now! When we’re in conversation with clients and potential clients, the award acts as a proof point that they are working with an award-winning agency. Just getting on the shortlist at the Sport Industry Awards is a huge achievement and something to be proud of - all of the agencies shortlisted for Young Agency of
the Year had put out brilliant work.
How important is it for young agencies to be recognised separately to the more established players?
As the industry fragments, there are more and more small and medium sized agencies, and it is as important to stand out amongst them as it is amongst the more established players.
Reputation obviously helps get you known and invited to pitch for work, so an award such as this is incredibly valuable for young agencies.
What advice would you give to anyone thinking of applying to Young Agency of the Year?
If you have got a good story, great work and great people, there is nothing to stop you. Put in as much energy and application as you would on a piece of client work.
Describe your Sport Industry Awards victory in 5 words…
Incredible recognition from industry legends.
The industry's biggest night of the year takes place on 30th April 2020 at Battersea Evolution. Entries are open until 28th November. For a full list of criteria and to enter the Sport Industry Awards, click HERE.