M&C Saatchi Sport & Entertainment launches lifestyle marketing division M&C Saatchi FABRIC
M&C Saatchi Sport & Entertainment has today launched a new lifestyle marketing division, M&C Saatchi FABRIC, responding to increased demand from brands’ looking to connect with audiences in the emerging ‘hyper-passions’ category.
The new division has been built to address the rapid evolution of Australians’ passion points. Research from M&C Saatchi Intelligence identified that interest areas that were traditionally considered hobbies, including fashion, food, beauty, health, and wellbeing, have exploded into passion areas, with lifestyle purchases in these categories making up 1 in every 2 online transactions in Australia last year and news stories across the category growing by up to 80% in the last three years.
The division will be spearheaded by M&C Saatchi Sport & Entertainment’s head of communications, Krystyna Frassetto (right) who joined the business in February, bringing with her over a decade of experience working with, and advising some of the country’s most high-profile lifestyle brands.
Says Frassetto: “The way we cultivate our passions is evolving. It’s no longer just about a favourite celebrity, team, or game – passions have become an outlet for creative expression, a way to forge a new identity, upskill, campaign for change, and even gain a professional advantage. M&C Saatchi Fabric helps brands identify these audience ‘hyper-passions’ and designs creative communications solutions that reflect the new ways they experience and share stories.
“In the lifestyle category, we’re seeing a proliferation of fragmented, heightened and often quite niche interests, particularly in areas of food, style and wellbeing and this is changing the way consumers discover, engage with and express what they love. With our Australian media industry in a state of flux and the democratisation of creativity – inspiration and influence can come from anywhere. An integrated editorial approach has never been more critical for brands looking to form a relationship with customers.”
For sixteen years, M&C Saatchi Sport & Entertainment has been connecting brands to audiences through the things people love, with a deep understanding of Aussie’s extraordinary love for sport, film, and music. As the way consumers spend their time and money evolves, the new lifestyle division identifies new, innovative ways for brands to connect to audiences, explains Steve Martin (left), global CEO for M&C Saatchi Sport & Entertainment.
Says Martin: “A lot can be learnt from sport and entertainment marketing on how to build fandom and drive loyalty. There are traditional, sophisticated ecosystems centered primarily around long-term sponsorship deals and broadcast rights, as well as athletes, celebrities, and major events, that offer created well-established ways for brands to activate.
“In Australia, we are seeing increasing crossover and blurred lines between what were traditional ‘sport’ or ‘entertainment’ brands, and what is now perceived as ‘lifestyle’. The Sport & Entertainment team has unparalleled experience across this spectrum of passion-marketing, which when developing the new division, ensured there was a competitive and compelling offering that can be applied to the world of lifestyle communications and marketing.”
Australia is the first market to introduce the new M&C Saatchi FABRIC, with offices in London, New York, Johannesburg, and Berlin to follow in the coming months.
M&C Saatchi Sport & Entertainment is a communications agency that delivers creative, experiential, media relations, influencer engagement, and social. It works with iconic local and global brands including Commonwealth Bank, Golf Australia, Smeg, and Sonos.
43 Comments
TBWA did it first with their side brand FABRIC
https://www.fabricagency.com.au/
Good start from a new ‘division’ of M&C who are incapable of creating an original name. Can’t wait to see what genius comes next.
Should probably do your research before stealing an existing sub divisions name.. or it was intentional, either way how embarrassing!
Why would you copy an agency name that already exists. TBWA launched FABRIC over a year ago
Bad start
Muppett type thinking
Already a thing guys.
FABRIC, Sydney: https://www.fabricagency.com.au
Only M&C could get it this wrong! Anyone on here remember when M&C rocked up to a pitch with the word ‘Creative’ spelt wrong on the cover?! Bahahahahahahah!!!
I guess both cut from the same cloth
FABRIC already exists as TBWA’s specialist fashion and lifestyle agency, you boomers. Do your research.
Would the real Fabric Agency please stand up:
https://www.fabricagency.com.au
Looks like the M&C Sport & Entertainment team just dropped the ball.
FABRIC, Sydney:
https://www.fabricagency.com.au
Come on guys!! #MustTryHarder.
M&C Saatchi. where you can enjoy yesterdays ideas, today.
For references, please see:
https://www.fabricagency.com.au
So investment in sport tanks and all of a sudden you’re experts in food, film, music and style? You missed off Tourism & Wildlife.
What is this?
‘hyper-passions’. What a load of w#$k
So weird, don’t M&C already offer clients all these things? So you now have a smaller agency within your own mega agency doing the same work with someone else’s agency name? Genius.
TBWA launched Fabric over a year ago:
https://campaignbrief.com/fabric-officially-launches-with-five-founding-clients-new-design-led-agency-specialising-in-fashion-lifestyle-brands-backed-by-tbwasydney/
Oh dear : /
Applications for Job Keeper: Denied. Solution: M&C FABRIC : /
So, M&C Saatchi have a division called M&C Saatchi Intelligence that did the research that led them to developing this new division called Fabric. If I were a client of theirs and they were charging me for their ‘research and intel’ I’d start questioning those fees. You would think they’d do a quick Google search, something like ‘fabric agency australia’, I just did and a news story about TBWA/Fabric was the second story on page one. Who runs these agencies? Is there any intelligence at the helm? No wonder the industry is a mess. Imitation may well be the sincerest form of flattery, but this is just plain lazy. If I were TBWA/Fabric I’d be getting in touch with M&C Saatchi’s clients right now with some rather funny, and apt, headlines to draw their attention to the original Fabric.
Has anybody said anything about the other agency named Fabric here yet?
Most competent person in the building by the sounds of it. Great shot!
this doesn’t need to exist
It probably won’t for long.
Yeah. Nah but yeah. What? Nah. Yeah…..
Serioulsy, that is unbelievable. WTF. WAKE TF UP.
Is it FABRIC or Fabric? Not great for people who are supposed to value brands.
M&C Saatchi is to Saatchi and Saatchi what M&C Fabric is to Fabric.
Control C Control V, insert M&C. Aint very creative.
Have better ideas, much better ideas.
M&C Saatchi Sport & Entertainment, a division of M&C Saatchi, launches M&C Saatchi Fabric after M&C Saatchi Intelligence, another division of M&C Saatchi, discovers hobbies are now passions.
Shoulda called themselves Polyester; cheap fabric.
I read this article three times and I still don’t understand what this agency is offering.
hyper-passions, on tap!
Haha how embarrassing for a global brand!!! ‘Inspiration and influence can come from anywhere’… Clearly they need to work on their research skills #epicfail
Not a great start by any measure. The first fabric must be loving the free publicity.
Who in the world would send a trade press release out about this? Just sell the “concept” to new or existing clients. If you don’t understand what the reaction from your own industry is going to be – how can you understand your potential client’s environment?
Is this his first big initiative at M&C?! He’s clearly a visionary. Can’t wait to see what he does next.
Heaps of companies share the same name.If it’s not or can’t be registered or trademarked it can be used.probably not ideal,but no big deal.
And unfortunately TBWA let the trademark for Fabric word/logo lapse last year.
https://search.ipaustralia.gov.au/trademarks/search/view/1990231?s=7f4cae96-8452-4fd9-9635-655ca5a3e0d8
And TBWA thought they were so clever when they built an entire campaign last year on someone else not registering a domain name. They can’t even register their own trademark. Too funny.
BRUTAL STUPIDITY
Setting their own bar so low here they can’t fail. All the best guys, you will reach goals I’m sure.
Speaks to the quality (or lack there of) of leadership at M&C Saatchi. Might be time to bring back Bradbury.
Ogilvy had a “Fabric” around 2012 – 2013.
For a heavy-weight creative advertising agency to completely rip off a name from another heavy-weight creative agency in the same city — offering a very similar approach — shows pretty poor signs of creativity.
Looks like Jamie finally got his amazing idea out there – well done, JGS. Pats on the back all round, chaps.
I’m not sure if M&C are this clever but I hope this is part of the PR push.
The ‘fabric’ industry is full of fake imitations. Get everyone talking only to release a different spin and different name or some shit like that … maybe?