M+C Saatchi unveils entertainment marketing unit

The agency has appointed Jen Bacchus to lead the practice

M+C Saatchi North America has launched an Entertainment Marketing practice as part of an expansion of its Sports+Entertainment offering across North America.

The agency has appointed Jen Bacchus to lead the practice, which will focus on helping brands develop entertainment-led marketing strategies.

Based in Los Angeles, Jen Bacchus will report to Derek Goode, Managing Director of M+C Saatchi Sport+Entertainment. The practice will provide strategy and execution across talent negotiations, entertainment partnerships, brand and product integration, branded content and activations.

Agency broadens integrated capabilities

The Entertainment Marketing practice will operate within M+C Saatchi's integrated Sports+Entertainment team, supporting clients with identifying, negotiating and activating opportunities that connect brands with audiences through entertainment and culture.

Derek Goode, Managing Director, M+C Saatchi Sport+Entertainment: "Entertainment has become one of the most powerful drivers of cultural relevance for brands, creating opportunities to build lasting relationships with consumers. Clients are looking for partners who can help them navigate everything from talent negotiations and entertainment partnerships to branded content and product integration as part of one connected strategy. Jen has spent her career helping brands unlock those opportunities, making her the ideal leader to establish this practice."

Bacchus joins from WME

Before joining M+C Saatchi, Jen Bacchus spent more than four years at WME, advising brands including Visa, Marriott, McDonald's, T-Mobile and Eddie Bauer on talent, music and entertainment strategies. Her work included celebrity partnerships, integrated campaigns, experiential activations, festival marketing and media integrations.

Jen Bacchus: "The best entertainment partnerships influence culture rather than interrupting it. By bringing together talent strategy, entertainment partnerships and branded content under one practice, we can help clients create work that audiences genuinely want to engage with, while delivering measurable business value."

Expansion follows broader agency growth

According to M+C Saatchi, the launch of the Entertainment Marketing practice forms part of a wider expansion of its integrated services across North America. Over the past 18 months, the agency has brought together its strategy, creative, consulting, health, sport, production and communications capabilities under a single regional operating model.

The agency said recent account wins with Brand USA, Novo Nordisk and the U.S. Soccer Federation reflect growing demand for integrated marketing services that combine brand strategy, creativity and cultural engagement.

www.mcsaatchi.com

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