M+C Saatchi Talk lands Frasers PR brief

The remit will bring public relations, search and AI-driven discovery together as the retailer seeks to strengthen the visibility of its consumer brands.

M+C Saatchi Talk has been appointed lead UK agency for consumer PR, SEO and GEO by Frasers Group, covering Sports Direct, FRASERS and FLANNELS.

The appointment covers opportunities across traditional media, search engines, social platforms and AI assistants. M+C Saatchi Talk will work to connect consumer conversations and cultural moments with search and AI visibility, with the stated aim of supporting brand relevance and commercial impact.

M+C Saatchi Talk combines PR, SEO and GEO

The agency pitched for all three Frasers Group brands with an approach that treats consumer PR, search and AI visibility as connected disciplines. Its experience across sport, fashion and retail will support the integrated remit.

The appointment follows the launch of The Conversation Converter, M+C Saatchi Talk’s strategic framework for earned media in an AI-driven discovery environment. The framework connects culturally relevant storytelling and high-authority earned media with SEO and GEO, with a focus on linking brand conversations to commercial outcomes.

Amaya Alvarez, Managing Director, M+C Saatchi Talk: "Frasers Group has an incredible legacy, an entrepreneurial spirit and an extraordinary ability to stay at the centre of the cultural conversation. FRASERS, FLANNELS and Sports Direct are unapologetic, distinctive British brands, each with an incredible story to tell and a huge role to play in the future of British retail.

"This partnership is also a perfect expression of our Conversation Converter offer. We don't just believe in getting brands talked about; we connect conversation to commerce, combining culturally resonant storytelling, high-authority earned media, SEO and GEO to build visibility and authority in the places consumers are discovering brands today.

"It's an honour to be partnering with these three iconic brands and to play a role in the next chapter of their story."

Frasers Group expands integrated discovery strategy

The partnership comes as consumers increasingly encounter brands through a combination of Google, TikTok, AI assistants, recommendations and traditional media. The agency will seek to ensure that earned conversations contribute to visibility across these discovery channels.

M+C Saatchi Talk’s appointment follows the launch of The Conversation Converter and senior hires including Callum Powell as Head of Brand PR and Influence and Pete Harrison as Managing Partner. Powell joined from Ogilvy, while Harrison previously held roles at EVH, Salesforce and NBCUniversal.

Agency engagement starts in October 2026

The Frasers Group account further extends M+C Saatchi Talk’s work across earned media, search and AI-driven discovery. The agency will work across Sports Direct, FRASERS and FLANNELS under the new remit.

The engagement is scheduled to begin in October 2026.

www.frasers.group

www.mcsaatchitalk.com

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