EssenceMediaCom has emerged victorious in the 2024 Tour de SBS agency challenge, outperforming competitors PHD and Hearts & Science.

The GroupM agency showcased their prowess by correctly identifying six native ingredients in SBS’s 'The Cook Up' challenge with Adam Liaw and Karla Grant. The agency also demonstrated their agility in the 'pass the baguette' minibike race.

This marks the 10th time SBS has hosted the Tour de SBS, with over 250 participants from Sydney's leading media agencies. The event was held at Carriageworks and hosted by SBS’s World Cup Daily show hosts, Claudio Fabiano and Kat Sasso.

Agencies competed in a series of SBS-themed challenges, including the Tour de France challenge, a minibike 'pass the baguette' cycling relay, the Rogue Heroes challenge, the FIFA World Cup challenge, the Alone Australia challenge, and 'The Cook Up' with Adam Liaw challenge.

The top three agencies, Essence MediaCom, Hearts & Science, and PHD, won prizes. The first-place prize was a voucher to spend at any of the three restaurants run by Plate It Forward – a Sydney-based hospitality organisation that combines delicious food with powerful social impact.

SBS’s broadcast of the Tour de France will commence this Saturday, 29 June, live on SBS and SBS On Demand.