FFA CMO joins new agency focused on customers, data and commercialisation

Football Federation Australia marketer, Luke Bould, shares thinking and effort behind alacria

Luke Bould
Luke Bould

Football Federation Australia (FFA) marketing chief, Luke Bould, is hoping to help more brands build their data and experience strategies after joining strategic management agency, alacria.

Bould, who was listed in the CMO50 in 2019 for his marketing efforts with FFA, said he was looking forward to being part of an agency that has identified a clear need in the market. He’s joined at alacria by Chris Nunn, who was most recently managing director APAC for Future Sport and Entertainment; and Dino DiPierdomenico, founding director of sports participation company, DMC Sports.

Alacria has developed what it’s calling a three-pronged approach focused on customers, data and commercialisation, all aimed at helping organisations capitalise on the experience economy. The agency is operating in Melbourne and Sydney, and says it’s working with businesses locally as well as anticipating work from clients in the US, UK and Asia.

“We are all experiencing the changes that businesses like Amazon, Uber and Airbnb are making to the way we shop, commute and travel,” Bould commented. “These changes are only accelerating across other industries. Alacria’s focus is to work with our clients to help them plan for these changes and use improved and personalised customer experiences to be ahead of this revolution and maximise long-term customer value.”

Bould spent nearly six years with FFA, overseeing marketing and commercial operations. He was previously the head of commercial marketing at Cricket Australia, and also oversaw commercial operations at Athletics Australia.

Related: Telling a story helps Football Federation Australia build brand awareness

And Build witnessed firsthand the acute challenge of customer engagement in Australian sport. According to alacria, 75 per cent of major Australian sports’ direct revenue comes from the 6 per cent of fans who have played the sport at some point in their lives. As a result, the agency is putting an emphasis on working with sports clients to develop strategies that grow participation, convert participants into fans and curate fandom into commercial value.

So far, the company said it’s delivered a strategy for a major sports league to help make more evidence-based decisions; built a brand and commercial strategy for an Australian cricketer; and developed a data commercialisation strategy for a global media company.

Nunn said that as communities become less healthy and less connected, alacria saw the need and opportunity to help brands re-engage them. He said early responses from the market were positive.

“Alacria means to be active, lively, eager, excited, happy and that’s what we aim to be,” he said. “We want our clients to thrive by helping them grow stronger, be more connected and enjoy what they do.”

The company said it hopes to make several announcements in coming months on the new projects in its pipeline.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

​ Coronavirus is rapidly changing customer behaviour: Is your marketing team adapting quickly enough?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Great article. Well said!Https://www.virtualtradesho...Virtual conference

Curtis Okeefe

Can virtual events fill the digital conference gap?

Read more

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

We encourage you to share your thoughts on your favorite social platform. Digital Marketing Consultant HyderabadDigital Marketing Analyst...

Chaitanya Nandigam

CMO interview: Charting a new customer course at a NFP fintech

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Latest Podcast

More podcasts

Sign in