Independent agency, The Royals, has been appointed by the Melbourne Racing Club (MRC) to handle all strategic and creative requirements after a months-long competitive pitch.

The agency has had a particularly successful start to 2016 with a number of wins and the launch last month of new innovation initiative, Code for Victoria with Code for Australia.

Perhaps that’s because it’s “The most interested agency in the world”? “Nobody is going to be more interested in what you do than us,” is an appealing way for an agency to introduce itself.

It’s also particularly true of racing. “I am extra excited about this win. Not only do we get to bring to life some fantastic concepts, but with horse racing as one of my passions I now have a great excuse to get along to the races more often,” Andrew Siwka, managing partner at The Royals, commented.

Jason Shugg, executive director marketing & membership at the MRC added, “The Caulfield Cup Carnival this spring will be a game-changer. Understanding the need to creatively reaffirm the Caulfield brand as innovative, surprising and contemporary, along with placing the customer at the heart of everything we do, was the key to The Royals’ success during the pitch process.”

The Royals’ appointment is effective immediately, and encompasses the Caulfield Cup Carnival as well as the 2017 summer and autumn racing campaign periods.