In 2020, a new cricket format will be launched called “The Hundred” with each team having 100 balls to score the maximum number of runs. Eight cities (rather than counties) will compete over a five week period next summer, and the new concept is intended to appeal to both traditional cricket fans and new audiences who might be looking for an alternative entertainment option.

We worked closely with the ECB (England & Wales Cricket Board) to help them identify creative agencies and PR consultancies who had experience of working on behaviour change campaigns to ensure that the launch would be a success in both the short and long term.

Commenting on the review, the ECB’s Commercial Director said:

“AAR made the process really enjoyable and we felt that Martin and his colleagues were an extension of our team. The AAR team is very patient and experienced which helps when making tough decisions. I always felt that nothing was too much trouble and that the AAR team were looking out for our best interests and really listening to our feedback and questions.”