Growing owned and operated platforms for the International Cricket Council (ICC)

To drive continuous engagement across the cricketing calendar and maximise the ICC’s content ecosystem, we implemented a three-tiered solution: 

Always-on editorial & video strategy 

We built a 24/7 team across Australia, India and the UK to deliver rolling coverage across formats. We also developed a modular content framework for written and video assets, optimised for platform-specific performance. This ensured coverage was reactive to news cycles and proactive around calendar milestones. 
 

We took an archive-led storytelling approach and leveraged the ICC’s rich archive of tournament footage to create: 

   -Evergreen content series 
   -Nostalgia-driven engagement 
   -Contextual storytelling around current events 

This enabled rapid repurposing of historical assets to meet fan demand and algorithmic trends. 
 

And finally, live content expertise at venues. We deployed core team members as embedded content leads at key tournament venues. This provided real-time support to global and home teams, ensuring consistent tone, speed, and quality across all outputs. This also enabled an agile response to match moments, fan interactions, and emerging narratives.