M&C Saatchi Sport & Entertainment North America Launches Creator Marketing Agency

Above: Caption (LtoR)_ Steph Lund, chief executive officer, Alex Osorio, executive vice president, and Andrea Nirsimloo, president of M&C Saatchi Sport & Entertainment at their Soho office space.

M&C Saatchi Sport & Entertainment North America (MCSENA) spins off its existing influencer marketing division into a new agency subsidiary – M&C Saatchi FABRIC – dedicated to sparking cultural impact for brands through creators. 

“M&C Saatchi FABRIC represents a natural next step for our business given the rapid growth of our creator marketing practice over the past 24 months and the increased demand for influencer and creator marketing remits,” said Steph Lund, CEO of M&C Saatchi Sport & Entertainment North America. “This marks a strategic dedication and investment by our agency in innovation and growth within the space.”

The subsidiary agency will be led by executive vice president, Alexandra (Alex) Osorio, and vice president, Lauren Weil, with oversight from M&C Saatchi Sport & Entertainment North America partners – Steph Lund, CEO, Paul Anastasiadis, president, and Andrea Nirsimloo, president. 

“In an age of decentralised and chaotic information, creators hold the consumer attention brands covet,” said Alex Osorio. “They are vital constructors of our cultural fabric with the creativity to supercharge brand storytelling. We are singularly focused on collaborating with these cultural vanguards to champion brand stories within communities of all kinds, at all levels of culture.”

The new agency will specialise in deploying community-forward, creator-powered and scalable campaigns that feature brands, celebrities and individual creators. There will also be broader offerings in social media strategy, strategic innovations and bespoke influencer marketing measurement and evaluation, keeping the agency philosophy optimised and clients cutting-edge. 

M&C Saatchi FABRIC is currently working with Jaguar Land Rover (Jaguar, Range Rover, Defender, Discovery), Samsonite North America, Bowers & Wilkins and William Grant & Sons (Hendrick’s Gin, Milagro Tequila, The Balvenie, Glenfiddich and more).

M&C Saatchi Sport & Entertainment North America is a creative communications agency, specialising in finding the intersections between consumer passion and brand position to build and execute compelling earned-first programming. The agency is deeply invested in the continued evolution of passion marketing and curating brand moments around the people, places and spaces that drive the deepest emotion with the consumer.