Emily Kneale awarded 2026 Clemenger BBDO Scholarship

The Marketing Executive at the AFL is looking forward to building relationships, refining her strategic marketing skills and taking her career to the next level.

“I teared up. I just didn't expect it.”

Emily Kneale was alone in her kitchen when she received the call telling her she had been awarded the 2026 Clemenger BBDO Scholarship. She will begin the Master of Marketing at Melbourne Business School later this year.

“I knew it was such a big deal, so when I got the call, I was in tears. It was just a really nice moment. I’m so excited off the back of it,” she said.

The scholarship provides partial tuition to Master of Marketing applicants with academic merit and a strong marketing background.

Almost three years into a blossoming career at the AFL as a Marketing Executive, Emily is keen to build on the instincts she has already developed on the job.

“I want to be able to present myself as a really scientific marketer, using data to back everything that we do and inform the strategy,” she said.

She’s looking forward to revisiting concepts she first touched on at the University of Melbourne, this time through the lens of real workplace experience.

“I think it’s about knowing the foundations and building strategy I can take back to the work I’m doing at the AFL,” she said.

Before applying, Emily considered a handful of courses, but Melbourne Business School stood out for both the subjects on offer and the style of learning.

“Being able to do it on top of full-time work was a huge plus for me. But also, the opportunity to really immerse myself in the community side of things,” Emily said.

Living up to the Clemenger name

Receiving a scholarship carrying the Clemenger BBDO name holds genuine significance for Emily.

“Obviously, it’s a huge privilege. I want to do them proud and bring some of the learnings into the work that I’m doing to make a difference in the sports space,” she said.

She’s inspired by Clemenger BBDO’s reputation and the brands it has shaped over its history.

“Their mantra, ‘do big things’, really resonates with me, because I think you won’t make a difference in marketing, or get cut through, if you don’t do big and bold things,” Emily said.

Emily sees the scholarship as a chance to bring some of that ambition back into her own work in sport.

A star on the rise in the AFL

Emily’s already carving out a name for herself at the AFL.

Her work behind this year’s Gather Round helped drive record-breaking attendance in Adelaide, and she’s hoping to use the skills gained in the Master of Marketing to build on that experience and strengthen her strategic approach.

Beyond Gather Round, her support across campaigns like Big Freeze, Footy Fest and other major events speaks to the breadth of experience she’s building.

She’s clearly kicking goals, and the School will be watching closely to see what impact she has on the AFL next.

Her advice to future applicants

“Why not? It’s obviously something that I wanted to do, and there was an opportunity there with Clemenger BBDO, who has such an incredible reputation. The opportunities are invaluable, and you’ll meet incredible people, build relationships and take your marketing career to the next level.”

Reflecting on the process, Emily expressed nothing but gratitude towards both organisations behind the scholarship.

“I’m really grateful to both Melbourne Business School and Clemenger BBDO. It’s a really exciting opportunity, and I feel honoured that I’m the successful candidate.”

Find out more about our full range of scholarships here.

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