Ex-M&C Saatchi execs launch new sports-focused agency

The creators of M&C Saatchi Sport Entertainment Steve Martin and Jamie Wynne-Morgan have joined data technology firm MSQ to create sports focused agency MSQ Sport Entertainment.

The new global agency will tap into the power of sport and entertainment to create deeper connections for brands, talent and rights holders. Services will span sponsorship strategy and activation, social content strategy and production and PR and communications.

The pair will be backed by MSQ’s 1,200 strong team of creatives, data analysts and channel activation specialists as they look to attract the best agencies through acquisition and organic growth strategies.

The ex-M&C Saatchi execs will work alongside MSQ executive director Kate Howe to bring the agency vision to life.

“The sport and entertainment industry is an emotionally charged, fast paced world.
This is a huge opportunity for Jamie and I to build an agile invested agency for the modern era,” said Steve Martin.

He continued: “An agency that fuses technology and human expertise to keep pace with ever-evolving fan culture and behaviour in rea time to make sure brands never miss a moment.”

Wynne-Morgan added that technology would be “integrated” into the business’s offering to help “accelerate insights, understanding and approaches to enhance the skills of our team”.

“It’s MSQ’s people and its culture – it’s strong belief in investing in specialisms, its B-Corp accreditation and its incentivised model that delivers effective internal collaborative working and growth – that really appealed to Steve and I.”

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A number of acquisition targets have already been identified, with conversations underway.

The agency’s proposition will be differentiated by creativity, amplified by technology and enabled by data. It will tap into data insight tool Tribes, which has been created by MSQ and leverages advanced analytics to map digital conversations, content and curiosity.

“We’ve been looking at developing a world-leading sport and entertainment proposition for some time, that builds on the work currently going on within our agencies in tapping into talent and brands in this space,” said MSQ global CEO Peter Reid.

He went on to describe Steve and Jamie as  “two of the industry’s leading operators with a significant global track record”.

He also said the business was pleased to be working with them to “create an agency that builds authentic connections between brands and cultural trends that are expressed through sport and entertainment”.


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