M&C Saatchi S&E unveils new Passion Mix tool to help brands optimise sponsorship investments

M&C Saatchi Sport & Entertainment has today launched a new research and insights tool, Passion Pulse, created in partnership with the Group’s marketing sciences division, M&C Saatchi Precision.

With two-thirds of people admitting to having a ‘secret’ passion that their loved ones don’t know about or that standard measurement tools can’t pick up, Passion Pulse is an open-field survey that explores not only what a brand’s audiences are truly passionate about, but how they connect with and express their passions.

Based on any customer set, Passion Pulse creates a bespoke passion mix, likened to a channel mix, to help marketers find new opportunities to meaningfully connect with their customers.

Says Krystyna Frassetto, managing director of M&C Saatchi Sport & Entertainment: “It’s never been a more cluttered, competitive environment for brands looking to connect to what Australians love. Our new Passion Pulse tool finds the clear space and gets to the heart of not only what audiences care about, but how they connect and engage with their passions. They might participate at their local club rather than go to a live event, or prefer chatting to fellow fans in forums as opposed to watching TV. It’s this deeper level of insight that fuels ideas which ultimately unlock greater efficiency and effectiveness.”

To launch Passion Pulse, M&C Saatchi Sport & Entertainment created a nationally representative passion mix. The research revealed while Australians are enthusiastic about the return of live events, equally important will be creating ways for fans to enhance their knowledge and community connection, and giving them better access and content related to their passion.

The Sport & Entertainment team has unparalleled experience across this spectrum of passion marketing. For sixteen years across six offices globally, the team has been connecting brands to audiences through the things people love via sponsorship management, activations, content, PR and influencer engagement. Clients include iconic local and global brands Commbank,, Origin Energy, Woolworths, Sonos, Smeg, My Muscle Chef and WHOOP.