THOMAS MEREDITH

THOMAS

MEREDITH

Portfolio

Sport & Culture

Integrated Marketing

PLAYING

FIELDS

SPORT

CULTURE

SKILL

SET

STRATEGY | CREATIVE | BRAND | EXPERIENCE | PR

BIO

A working class boy from Swansea in South Wales, who fell in love with a girl and now calls Melbourne home. Guided by a deep passion for sport, he has carved a 12-year career in the industry, from London to Australia. Tom is a brand and creative strategist that specialises in connecting to fans of sport and culture. He’s led major campaigns for a host of global sports organisations; from Cricket Australia to AFL, and for a host of global brands; from Puma to Victoria Bitter. Tom is driven by connecting with fans heart, head and senses.

My PHILOSOPHY

Sport, for me, has always been more than just an industry; it’s a canvas where human emotions, unscripted drama, compelling stories and true passionate connection come together to create magic. But sometimes, in our industry, this can be overlooked for the conventional. This is not how I operate. My philosophy is to lead teams to challenge convention and to live in the magic of sport through the work we do. Turning heads and enhancing moments that matter.

MY PHILOSOPHY

CONVENTION

CHALLENGE

MY APPROACH TO SPORT & CULTURE FAN MARKETING

HEAD

HEART

SENSES

I believe that fans are influenced by three motivating factors; their heart, their head and their senses. By understanding these three factors intricately, I am able to tailor marketing activity and ideas that pull on the right levers of heart, head and senses to create deeper and more meaningful connections through my work. Fans aren’t just customers, they’re much more important than that.

featured work

BIG FREEZE 10 for fightMND

SAY.DO.

CArlton draughT

The Carlton Draft

VICTORIA BITTER

VB FOR MEN

featured work

SAY.DO. For FMND

Led the national marketing campaign for Big Freeze10 with FMND. Built the ‘Don’t Say. Do.’ strategy that guided all campaign activity. Created a TVC around the concept of ‘Neale’s Team’. Led art direction for the campaign style which rolled out across OOH, digital & social. A very rewarding campaign that played a part in raising $20million for FMND.

featured work

THE CARLTON DRAFT

Led creative strategy from concept to execution for The Carlton Draft - the first legends draft of is kind. We gave community footy clubs the chance to secure an ex-AFL player for their club. Campaign has run for 3 seasons now. Shaped a launch TVC to announce the campaign, produced 2 x draft shows in partnership with FOX Footy, and created a range of content created each year to introduce our AFL players and celebrate the games all over Australia. A hugely successful campaign, garnered big PR value and won multiple awards.

featured work

VB FOR MEN

Led creative strategy and campaign execution for VB For Men, the first range of men’s grooming products that was made with beer. Sold througout Australia with Chemist Warehouse. Created a launch TVC ‘Because You’ve Earned It’ that parodied classic L’Oreal beauty adverts. Imagery lived across OOH, digital and in-store placements. Created a range of content for social to help blokes use the products with Beau Ryan. A very rewarding campaign, a lot of fun had. Brilliant PR results and product sales. Still stocked in Chemist Warehouse & Coles.

BOdy of Work - SPORT

SUPERCARS

UNFORGETTABLE

Built the Supercars Australia brand marketing strategy and sport wide positioning of ‘Unforgettable’. Defined tone of voice and brand guidelines. Executed brand TVC’s, as well as TVC’s for every event in Supercars calendar, along with all marketing collateral for season 23 & season 24.

CRICKET AUSTRALIA

Big BASH LEAGUE Fan Engagement

Drove fan engagement strategy for WBBL3 to WBBL6 and executed season wide fan experiences to grow audience significnatly. Delivered BBL Finals content and fan experiences to drive attendance. Part of the development and introduction of the BBL international draft.

Cricket australia

International fan engagement

Led CA’s fan engagement strategy from 2018 - 2021 for all international cricket, both men’s & women’s, across each season. Delivered a range of

major fan experiences designed to raise awareness and attract fans to all cricket. Managed a fan engagement budget of $2m - $3m+ each season.

SSN FOR NETBALL AUSTRALIA

WE ARE HERE

AFL

AUSKICK & SUPERKICK

Built the SSN season 23 & 24 brand campaign ‘We Are Here’, designed to give the sport a new tone of voice. ‘We’re not just here if you need. We. Are. Here’. Shaped all marketing activity for the league for 2 years - seeing huge year-on-year growth in engagement and record attendances in season 24.

Shaped the re-positioning and brand refresh for AFL’s Auskick and Superkick participation products. Led development of new brand guidelines for both products and roll out of all marketing collateral. Shaped the Auskick ‘For The Kicks’ and Superkick ‘Find Your Footy’ campaign strategies.

Cricket australia & Visit Victoria

INDIAN SUMMER FESTIVAL

Led the strategy, planning and execution of the Indian Summer Festival at Boxing Day Test, aimed at connecting with Indian diaspora. Shaped the 3-day festival theme of ‘Modern India’ - the creative, experiessive and artistic India of today. Built festival around Music, Art, Food, Film & Cricket.

CRICKET AUSTRALIA

pool deck @ The Gabba

International Cricket council

T20 world Cup fan engagement

Built the Pool Deck, Australia’s first ever in-stadium swimming pool to attract new audience to test cricket. Huge PR and broadcast coverage and a famous activation that captured the hearts of Australian fans and public. Later delivered follow up Pool Deck at Optus Stadium.

Developed the live site fan engagement strategy for the men’s & women’s ICC T20 World Cup in Australia. Shaped strategy and activity that fused culture from competing nations to local Australian culture in each state. Delivered multiple major live sites for both men’s & women’s competitions.

golf Australia

The Chase is on

Shaped the creative campaign for PGA Tour of Australasia, ‘The Chase Is On’ - leaning into the huge pressure that all players are under on this tour to win. Shaped and delivered campaign TVC and OOH activity to promote the Tour as well as a refresh of brand style and art direction.

GREAT BRITAIN WHEELCHAIR RUGBY

Brand Strategy & REBRAND

SUPERCARS

Bathurst 60th Anniversary

Led the organisational wide brand strategy and refresh of GBWR. Developed brand meaning around the concept of ‘Forward Together’ and the strategic pillar of Momentum. Led art direction in redesign of logo and brand guidelines to match strategy. Rolled out through entire organisation.

Led the strategy development and art direction for the 60th anniversary of Bathurst campaign. Built the strategy of ‘Bathurst. A Story 60 years in the making’. Delivered event TVC & art campaign that explored the pages of the Bathurst story through OOH, social, digital and event styling.

Melbourne vixens x puma

WITNESS FEARLESS

Led the strategy and execution of ‘Witness Fearless’ campaign. Designed to combat negative news coverage and lack of sponsorship for Melbourne Vixens with a unique dress sponsorship and creative campaign that championed the fearless netball community as one, rallying them in support.

BOdy of Work - BRAND

NAB

MINI LEGENDS & AUSKICK

Developed strategy for Team NAB Auskick campaign, designed to build the team of Auskickers during the AFL season to deliver the winners medals at Grand Final. Broadcast integration each week on Channel 7. Also developed ideation for NAB Mini Legends PR campaign activity.

PUMA

PUMA FOOTY BRAND & CREATIVE

Led the development of the ‘Puma Footy’ ambassador and content strategy across all Puma Australia athletes and partnerships. Shaped the Puma ‘Rogue’ TOV. Delivered host of content and brand activity from 2018-2022. Activated all of Puma’s sport partnerships via content.

Victoria bitter

VB X Melbourne FASHION festival

Led the strategy that put VB on the catwalk at Melbourne Fashion Festival. We helped Aussies ‘Knock-Off In Style’ by collaborating with Victorian high fashion brand Strateas Carlucci to create a VB inspired fashion show at the festival. Designed for PR and achieved huge national results.

CETAPHIL

Face the world

Shaped the creative for Cetaphil’s ‘Face The World’ campaign that empowered females everywhere to face up, every day. We brought 7 Australian athletes together and shot in locations around the world to create a powerful TVC, OOH and digital campaign.

AMPOL

LITTLE ORIGIN

Built the strategy for Ampol’s State of Origin junior participation program, ‘Little Origin’. We created the program and delivered it across 22, 23 & 24 SOO. Shaped a range of content to drive sign ups and showcase the Little Origin experience. We put the little, to the big stage with this campaign.

VICTORIA BITTER

VB THIRST

Part of the team that created Australia’s fastest ever selling fragrance,VB Thirst. Shaped the creative execution of a TVC with Harley Breen that parodied traditional aftershave ads in a VB way. Rolled out the product with Chemist Warehouse and delivered a range of content to promote product.

CALTEX

CAHILLTEX

Shaped creative idea for ‘Cahiltex’, a PR stunt to activate Caltex’s sponsorship of the Australian Football Team ahead of the Russia World Cup. Turning a prominent Caltex store into Cahiltex in celebration of legendary Socceroo, Tim Cahill. Achieved PR without connection to World Cup.

BUNNINGS

HOME GROUND ADVANTAGE

Led the strategy and creative delivery on the Bunnings ‘Home Ground Advantage’ community footy campaign. Helping clubs make what’s great about their club even better, with $50k grants from Bunnings. Delivered TVC, Radio and OOH campaign to activate Bunnings AFL partnership.

VICTORIA BITTER

Knock-off with

Led the strategy for VB’s ‘Knock-Off With’, limited edition series of bottles with ‘Hard Working Nicknames’ on. Shaped creative and led art direction for packaging design that was used on over 1 million slabs of VB. Produced content & photography to promote the campaign and drive nickname entries.

HCLTECH

FIND YOUR SPARK

Led the creative strategy for HCLTech ‘Find Your Spark’ campaign with Australin cricketers Pat Cummins, Mitch Marsh and Alyssa Healy. TVC explores the power of a spark in ‘Supercharging Progress’ - shot in super slow motion. Campaign rolled out in both Australia & India.

AMAZON PRIME

WAKE UP WITH UZZIE

Developed the creative strategy for Amazon Prime’s T20 World Cup coverage PR campaign with Usman Khawaja. Focussing on the early morning game times, we ran various PR activity with Uzzie early in the morning. Major stunt was a takeover of a prominent Melbourne cafe for media.

RED BULL

RED BULL REIGN

Led the strategy and execution of Red Bull Reign, an Australian wide 3v3 street ball tournament. I delivered events in unique locations in WA, NSW, QLD and VIC. Hosted the NSW event in the disused Parramatta Jail - a truly unique exerience. Produced a range of content to promote event.

Career

2022 - 2025

Head of Creative Strategy

WILDCARD | TGI Sport, Melbourne

Created and launched the WILDCARD business, grown from 3 staff to 25 and revenue to $4million. Lead all creative & strategy output for the business. Directly manage creative team of 5. Drive new business and lead innovation opportunities.

2017- 2022

Brand & Creative Director

TLA Worldwide, Melbourne

Led all brand strategy and creative direction for TLA’s Consultancy business. Drove end-to-end integrated campaigns from concept to execution. Managed a team of strategists, creatives and designers. Connected fans of sport with brands every day.

2015 - 2017

Group Creative Strategist

Bastion Collective, Melbourne

Creative Strategist across Bastion’s 8 collective business units. Developed Creative Strategy across a range of integrated campaigns in sport and culture. Led new business pitches and drove company wide creative training programs.

2012-2015

Sponsorship Account Manager

Synergy Sponsorship,London

Managed and activated a range of sport partnerships for major brands such as Guinness, BMW, Bacardi and Emirates. Creatively executed partnership rights and developed fan engagement strategies to connect with fans through sport.