The PR Net 100, 2022: M&C Saatchi Sport and Entertainment North America

Following a merger of their NYC and LA offices to create one agency, M&C Saatchi brought their talent, expertise and clients together to create a comprehensive and nationally representative agency. The agency invested in a physical space in Soho in order to have a hub for its staff to use as they wish (within their hybrid work policy). M&C Saatchi’s client roster, and the game-changing campaigns they’ve created for them, are impressive for sure – but what stands out to the leadership team as its greatest achievement is their people. The agency credits their team, which grew by 65 percent in the past year, for hitting record-breaking revenues in 2021. In early 2022, the agency launched a new events and experiential production division – a launch that spoke as much as it did to client demand as it did to partnership. Keep an eye out for the announcement of a new sector to meet growing client demand coming later this year.

Leadership team:

Steph Lund, CEO

Andrea Nirsimloo, President & Partner

Paul Anastasiadis, Executive Vice President

Notable long-term clients:

adidas, Anheuser Busch, King Games, Jiffy Lube, Oakley, Red Bull, Sonos, TaylorMade, WHOOP, William Grant & Sons spirits portfolio (Fistful of Bourbon, Glenfiddich, Hendricks, Hudson Whiskey, Milagro, Monkey Shoulder, Reyka Vodka, Sailor Jerry, The Balvenie, Tullamore D.E.W.)

New client wins:

Discord, Samsonite, Specialized, Coca-Cola, Tinder, Axe, Recur, NoBull

How are you innovating and moving the industry forward?

“As the agency landscape continues to prosper, diversify and evolve, the competition and importance of delineating services from one to the next is of premium importance. We have two founding principles that drive how we service our business: a relentless pursuit of creative thinking that pushes our partners into exciting, unique places for brand storytelling; and to be great partners, at a granular and day-to-day level. We have extensively invested in building out the creative services at our agency over a number of years: recruiting a diverse collective of creative strategists to drive our ideation, evolving the role of consumer planning and creative strategy within the brief response process to create ample opportunity to uncover, and act upon, compelling consumer/cultural insights and then upweight our content production and design infrastructure to be able to bring those ideas to market. The result is a studio that has printed zines, directed films, designed experiences, shot lookbooks, created digital AR applications and much more. However, our greatest achievement lies not in our approach or services, but in our impact. Our signature KPI we use to judge our work is simply ‘meaningful change’ for our clients and greater culture. Thus, we measure success not just with numbers like hits and impressions, but 2500lbs of donated clothing, or 5,000 user-generated basketball courts, or 40 college graduates who are now debt-free, or a $460,000,000.00+ art sculpture that raised awareness for a collegiate cause within culture. Earned media isn’t just about numbers – it’s about generating tangible conversations and sentiments that shake up the contemporary zeitgeist. Diverse thinking. A commitment to creative prosperity. The right tools within the agency to turn a good idea… into a landmark campaign. Honest, diligent people that put huge value on day-to-day partner relationships.”

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