Sugar&Partners get the Blues

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Following an agency review, Sugar&Partners has been appointed as the Blues lead strategic & creative communications partner.

“This comes off the back of the start of a new era off the field,” says CD Dave Nash. “The new limited liability partnership with Rugby Holdings Ltd (comprised of the three provincial rugby unions, Auckland, North Harbour and Northland) holding a 60% share and Bolton Equities Ltd, a private investment company run by Murray Bolton, has a 40% stake.

“The credentials and strategy based review process was refreshingly well run and respectful,” said Managing Partner Jeremy Johnston. “We were also excited by the single-minded ambition the Blues team has on building a world-class sporting organisation.”

Nash said: “This is a great opportunity to present a high profile Auckland experience on a global scale.”

The incumbent, Big Communications, chose not to pitch. “We’ve done every Blues campaign since 2002, so it was probably time someone else had a crack,” said Big managing director Ant Salmon.

Big does, however, retain the True Blue membership CRM work.

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