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M&C Saatchi Sport & Entertainment Launches Lifestyle Offer M&C Saatchi Fabric

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Team of specialists have identified new category of ‘hyper-passions’ which is accelerating the growth of the lifestyle space for brands

M&C Saatchi Sport & Entertainment Launches Lifestyle Offer M&C Saatchi Fabric

M&C Saatchi Sport & Entertainment has been a leading specialist in passion point marketing for sixteen years, connecting brands to consumers through the things they love against two clearly defined macro passions- sport and entertainment. M&C Saatchi FABRIC will operate in the space in-between and around, enabling brands to leverage the myriad of passions that are prevalent to today’s consumer. 

M&C Saatchi FABRIC will be a specialist service, offering fully integrated creative solutions to support brands operating in, or looking to break into, the Lifestyle space. 

It will be spearheaded by Board Director Laura Coller, who has been with M&C Saatchi Sport & Entertainment for over a decade and has been leading the company’s existing Lifestyle division since 2016. Speaking of the new proposition, Laura says:

“The essence of Lifestyle culture is the shift from product consumption as functional utility to product consumption as community membership. Things that were once necessities or hobbies are now passions, which has led to growth and opportunity in the space. This, paired with the fact that consumers are living their passions in a more always-on way, has led to a category that we are calling ‘hyper-passions’. Essentially, we’re more passionate, about more things, more of the time.”

With more opportunity than ever for brands to connect, M&C Saatchi FABRIC has been born out of a need to harness this potential in a way that speaks to the needs of the Lifestyle consumer. 

“All clients want to connect their brands to consumers, but there’s a nuance in the Lifestyle space that forces us to take a slightly different approach. We believe that the real value is in brands enabling consumers to connect to each-other. That’s how you build authentic, engaged communities that in turn build a culture around brands and ultimately lead to long-term impact. This is where we place our focus.” Laura says. 

M&C Saatchi Sport & Entertainment UK CEO Jamie Wynne-Morgan says, “Our Lifestyle division has been a hugely important part of the business for the past few years. This year has been a tipping point that’s seen the rapid diversification of passions, with a priority and mindset shift from consumers that’s made their passions a more dominant part of their lifestyles and a bigger opportunity for brands. Our ambition is to use M&C Saatchi Fabric to bring a fresh approach to the Lifestyle space.”

M&C Saatchi FABRIC launches today in London and Sydney. The agency has plans for accelerated expansion into New York, Johannesburg, and Berlin over the coming months. 


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M&C Saatchi Sport & Entertainment London, Wed, 23 Sep 2020 16:05:44 GMT