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Marketing disrupted (3)


Creating and Leaning into a Cultural Moment: Marketing Lessons from the 2023 FIFA Women’s World Cup

The success of the FIFA Women’s World Cup completely transcended sports and became the social and cultural moment of 2023. Even non-football fans couldn’t help but fall in love with the Matildas, share in the unbridled joy of the women athletes, and join the conversations around gender equality in culture, business and sport.

To develop and lead the targeted campaign to galvanise audience engagement, FIFA engaged local sports marketing and experience agency GMR (part of TBWA\Sydney Group). GM, Ted Helliar, joins us to unpack how this was achieved across strategy, creative, media, content, social, events, and production using GMR’s Disruption® and Connection model.

Tune in for the last Marketing Disrupted of 2023 to hear:

  • How they galvanized audiences in both local and international markets.
  • How they efficiently and effectively reached a multitude of audiences, all with disparate sporting and cultural interests.
  • The key marketing moments and how one activation reached 1.3 billion people in 126 countries.
  • How marketers can lean into cultural moments and have a social impact with authentic narrative.

    If you’re a member of the Marketing Association, you can enjoy all four events for free – just one of the many benefits of being a member!
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Wednesday 29 November 2023
10:00am - 11:00am

*Timing subject to change


  • MA Members: FREE
  • Non-Members: $49.00 + GST / Single event or
    $149.00 + GST / Bundle (4 x Single events)
  • PLEASE NOTE: At the speaker's request we are unable to record this event for future distribution or watching. This event will only be available to watch via live-stream on 29 November. 10am NZDT.
Marketing Disrupted 2023 - Speakers

About Ted

With over 20 years in the sports and entertainment industry, Ted is the General Manager of GMR Australia. Working within the TBWA global collective, Ted builds experiences for the modern fan at the intersection of sport and culture.

Throughout his career, Ted has founded award-winning agency The Social Beat, been Chief Operating Officer of the Sydney Roosters, Head of Marketing at Rugby Australia and Marketing Manager of Telstra Sport. His expertise spans brands, rights holders and agencies including the delivery of major projects with Chelsea FC, Tottenham Hotspur, International Champions Cup, NRL, ANZ Stadium, Destination NSW, Supercars, Audi, CUB to name just a few.