CulturalPulse proudly announced its achievements at two award ceremonies recognising its work during the FIFA Women’s World Cup 2023 held in Australia and Aotearoa New Zealand. The team celebrated wins at the Premier’s Multicultural Communications Awards (PMCAs) and the Australian Marketing Institute (AMI) Marketing Excellence Awards, highlighting the agency’s commitment to multicultural engagement and data-driven marketing.
Agency Campaign of the Year Award – PMCA 2024
The CulturalPulse team celebrated a historic win at the PMCA. Patrick Skene, Founder and Chief Creative Officer, received the Agency Campaign of the Year Award from Joseph La Posta, CEO of Multicultural NSW.
“It was a wonderful honour to win the Agency Campaign of the Year Award for the FIFA Women’s World Cup 2023, an event that anyone who attended will never forget for its passion and colour,”
said Patrick Skene. Steve Kamper, Minister for Multiculturalism and Sport in NSW, was also present to acknowledge the achievements of CulturalPulse.
The FIFA Women’s World Cup 2023 Multicultural Community Engagement Program involved 192 Community Champions from diverse backgrounds, including community, sports, business, and student leaders across the 32 qualified countries, including the host nations, Australia and Aotearoa New Zealand. This program also engaged Consulates and Embassies, which collaborated with key community leaders and international media.
Reg Raghavan, CEO of CulturalPulse, dedicated the award to everyone who believed in the team’s vision.
“This award is dedicated to all of those who believed in us and everyone who worked with us to ensure the multicultural engagement for the tournament was an immense success. It was great to see the overwhelming support for women’s football in both Australia and Aotearoa New Zealand, and we are excited to continue building on the legacy of that historic tournament.”
Jake Swarts, Project Lead, added,
“We are very grateful for the team at FIFA championing our cause, believing in the vision, and trusting us to deliver a historic program that engaged the communities of Australia & Aotearoa New Zealand. Leading this project was a highlight of my professional career—our CP team went above and beyond greatness!”
Double Win at AMI Awards 2024
CulturalPulse also achieved recognition at the AMI Awards, where it won the Data Driven & Insights category and another Agency Campaign of the Year Award for the FIFA Women’s World Cup 2023. The team celebrated with over 200 attendees at the gala dinner in Melbourne. Nick Hatzoglou and Shana Ryan received both awards on behalf of CulturalPulse from the Australian Marketing Institute.
“We were proud to not only be called to the stage for the Data Driven category but to be among 17 finalists and win the Agency Campaign of the Year Award for the FIFA Women’s World Cup 2023 was an honourable victory,”
said Nick Hatzoglou, Senior Manager Sport & Community.
Key Deliverables and Achievements
The FIFA Women’s World Cup 2023 Multicultural Fan Engagement Program achieved significant milestones through a strategic focus on data-driven insights.
- 31 sellouts across the tournament
- A record-breaking attendance of 1,977,824 individuals, with 1.5 million (74% of attendance) at away matches
- 18.2 million individuals reached and 21 million impressions recorded
- The creation of 164 customized creative assets in 24 languages promoted through 192 Community Champions
- 43 community live events, drawing 411,000 attendees across Australia and New Zealand
- A reported 18% surge in women’s and girls’ participation in football, with over 25,000 additional player registrations in Football NSW
CulturalPulse’s innovative approach set a new benchmark in sports marketing, showcasing the power of cultural data to engage diverse audiences effectively. The campaign transformed the FIFA Women’s World Cup 2023 into the most-watched women’s sporting event in history. Read more about the program here.
As Reg Raghavan stated,
“We thank the Australian Marketing Institute for their recognition of CulturalPulse’s role in making the FIFA Women’s World Cup 2023 a huge success. The impact of this event will be felt for generations to come as we continue to activate today’s Australia.”
Learn more about the PMCAs 2024 & AMI Awards 2024 winners, as well as the Mi3 article.
