Digital and social agency Fifty Digital has been selected by World Rugby to manage creative, social media and content for the upcoming Rugby World Cup 2019.
After a competitive pitch, the agency’s brief is part of World Rugby’s plans to attract younger fans as well as non-traditional audiences, translating the governing body’s values and tone of voice, as well as the spirit of rugby across social channels, content and campaigns. The agency is also tasked with tailoring relevance to each country and region.
Marissa Pace, Chief Marketing Officer, World Rugby, said: “We chose Fifty Digital after an extensive pitch process primarily because of their knowledge, passion and expertise in sport, but also their acute understanding of how we’re looking to grow the rugby audience. They completely understand rugby as a sport, but also the importance of engaging our global audience. From the seasoned fan to the curious spectator, our content is planned to engage new and loyal audiences and part of a wider plan to grow all our digital platforms in the coming year.
"Combined with our own content team, we believe Fifty will help us amplify rugby globally and to lay the foundations for a surge in interest and growth among our key target audience during the Rugby World Cup. This is going to be a very special event and one we’re looking forward to sharing with them.”
James Campbell, Co-Founder of Fifty Digital added: “It’s a great privilege to be working on such a massive event with World Rugby. The brief is right up our street and we know our big event experience in digital and social will shine through.
"The last Rugby World Cup put on a great show, but we hope to go bigger and better this time around with digital and social forming a huge part of it. Four years is a very long time in the social media world, so expect lots of innovative ideas and content that certainly won’t have been seen at a Rugby World Cup before!”