Our Highlights of 2018 from The Players at WePlay

By Luca Massaro News Comments Off on Our Highlights of 2018 from The Players at WePlay

As we reach the end of another year, like most, we enter a period of reflection. 2018 has been a year to remember. A huge reason as to why it’s been so memorable is because of the people and organisations we’ve worked with.

It’s been a year of many great wins across many different organisations, and we’d like to thank all of the organisations that made the decision to entrust their brand with WePlay in 2018. From supporting England Hockey with a fantastic World Cup in Lee Valley Park, London, to working with Ryder Cup Europe and delivering a sold-out Ryder Cup in Paris, to helping Human Race sell out the London Winter Run. We’re delighted and proud to be able to support such a wide variety of sporting rights holders, brands and broadcasters and look forward to what 2019 will bring for WePlay.

On the theme of reflection, we asked some of the Players at WePlay to share their

Kenny Ager – Client Services Director


Best Moments of 2018

  1. Winning ‘Agency of the Year’ at the Football Business Awards for a second year running. Something no other agency has done which gives us not only enormous pride but also vindicates the work we are delivering to the sports industry.
  2. Presenting to a packed auditorium at the SPORTO conference in Slovenia. Being able to share the WePlay story to an audience of brands from all over the world was a great experience for me personally.
  3. Standing with a beer in my hand with some of the team on the 14th tee of Le Golf National for the Ryder Cup in Paris, watching fans go absolutely crazy as Europe triumphed.


What to look out for in 2019 for WePlay:

We’re expecting to see the investment from brands in direct-to-consumer (D2C) marketing continue to grow, particularly as rights holders understand the importance in growing their audience and in having a strategy for revenue generation direct from their consumer base.

We’re also paying close attention to the migration of consumers from platforms such as Facebook to other platforms. 2018 has been a difficult year for Facebook, but Instagram hasn’t really been affected by any of the political dramas. Expect to see more sports organisations investing heavily in building audience and engagement on Instagram, which means resourcing up in content creation, fan engagement efforts and amplification through paid.

Ellie Hooper – Account Executive


Best moments of 2018:

  1. Having only been at WePlay for a short time, joining this incredible company obviously has to be one of my highlights! It’s so rare to find a team who are extremely hard working, highly dedicated, but also create such a fun working culture, and I feel really excited to grow with WePlay.
  2. Working with one of the leading sporting organisations in France and opening up an office across the pond. It’s been great to work in such an international environment and continue to achieve excellent results even across borders.
  3. Within my first month of being a part of the WePlay team, we retained our title as Agency of the Year at the Football Business Awards 2018. If that isn’t a highlight and an amazing way to start 2019, I don’t know what is!


What to look out for in 2019:

As a thriving organisation, we are constantly learning and adapting to market trends and changes. In 2019, I am looking forward to spending more time learning how the blend of creative storytelling and advertising with performance marketing can drive powerful results.

Tom Stride – Performance Media Manager


Best Moments of 2018:

  1. Seeing the WePlay team grow so quickly. I joined midway through 2018 and the team has almost doubled since then! It’s amazing to be part of something so exciting and to work across a wide variety of sports, including Basketball, Football, American Football, Rugby and Running.
  2. Becoming a Facebook Managed Partner was great for us. 10 of us flew to Dublin to meet their performance team to talk through our work and gain valuable insights that we can use to improve our performance campaigns.
  3. Introducing our new Live Dashboard platform. Our clients love them, they save a ton of time, are completely autonomous and generally make everyone’s lives easier!
  4. From a performance perspective, which is my remit, I’m most proud of the results we’re achieving. We introduced dynamic ads as part of the campaign for Ryder Cup Europe to sell Ryder Cup merchandise to people who had already bought a ticket to the event. It was something new for the client and made a great impact on results.


What to look out for in 2019 for WePlay:

I’m excited about the evolution of performance marketing, with new areas we’re introducing to our clients such as multi-touch attribution, cross-device tracking and utilising our data management platform to drive better performance and learn more about the audience.

For 2019, I want to combine and integrate the extended attribution models that Facebook now offer, with our real-time/live dashboards. I would like to completely debunk any theories around attribution and last-click and provide our clients with a completely transparent and accurate view on performance. This mandate is about going beyond just delivering results, and being able to accurately show where conversions are coming from without debate.

Luke Randall – Account Manager


Best Moments of 2018:

  1. My biggest highlight as an Account Manager is recently renewing our partnership with the PGA European Tour after what has been an excellent first year working together. We are now looking ahead to an exciting 2019 of golf.
  2. Becoming a Facebook Manager Partner and being invited to Dublin to learn from experts at Facebook and Instagram. We then stayed in Dublin and attended the Leinster v Munster derby game courtesy of our clients Premier Sports.
  3. Finally, how can I look past WePlay retaining ‘Agency of the Year’ at the Football Business Awards?


What to look out for in 2019:

I am particularly keen to drive forward our art and science methodology and to share with clients the importance of great creative combined with great distribution. WePlay is certainly known for delivering performance results, and as we continue to expand, I want to show our clients more about the amazing creative work we produce in our studio that can help deliver even greater returns.

Michael Harvey – Account Manager


Best Moments of 2018:

  1. It’s hard to summarise in a few moments. I’ve worked on campaigns from all around the globe with ESPN, IRONMAN, andMelbourne FC. I’m particularly proud of our work on the London Winter Run and with England Hockey.
  2. Retaining ‘Agency of the Year’ at the Football Business Awards.
  3. Being able to be part of the 2018 Ryder Cup.


What to look out for in 2019:

More of the same. I, along with the rest of the whole team at WePlay, am super excited to see the agency continue to grow in what is a thriving sports market. There will also be growth amongst every sector as organisations embrace digital marketing as a way to drive revenue and engage fans.

Charlie Felicien – Marketing Executive


Best moments of 2018:

  1. As Marketing Executive, part of my remit is to manage the WePlay Daily. The popular WhatsApp channel now has over 2,500 subscribers and I am personally proud to have played a hand in growing the following.
  2. Collaborating with every department to create content for the agency has been enjoyable for me. To create case studies, news stories, infographics and reasons for people to engage with us. I came to WePlay with no sports marketing expertise so it’s fascinating to now be immersed in this exciting industry.
  3. Retaining ‘Agency of the Year’ at the Football Business Awards. This was a brilliant evening for the agency and a lot of fun!


What to look out for in 2019:

Without question, 2019 is going to be another great year of growth for WePlay. I am expecting us to push on and expand the team and client base as we have done in 2018. In the marketing department, we’re going to invest in our inbound marketing efforts and the distribution of thought-leadership articles, white papers and more stories about how digital marketing can be utilised to grow audiences and revenues.

Jack Woolfenden – Account Manager


Best moments of 2018:

  1. As a client lead for Yokohama Tyres, I am particularly proud that we entered into our fourth season with Yokohama Tyres in supporting their partnership with Chelsea FC.
  2. Breaking into the golf industry and being part of a team that helped to sell out the 2018 Ryder Cup. Then actually going to Paris to watch the tournament was fantastic.
  3. Retaining ‘Agency of the Year’ at the Football Business Awards. This speaks for itself.


What to look out for in 2019:

I’ve no doubt 2019 is going to be another year of growth for WePlay, as it will be for much of those working in sports. The industry is thriving, the direct to consumer space is growing as more and more organisations now recognise they can directly achieve returns on their budgets through digital marketing. We’re seeing briefs expand all the time, so I am personally excited about seeing what briefs we work on in 2019.

See you in 2019!

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