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Steve Martin and Jamie Wynne-Morgan, who founded and ran the M&C Saatchi Sport & Entertainment agency for 20 years, have joined MSQ to form the new company MSQ Sport + Entertainment.

The new agency, with global ambitions, will work for brands, talent and rights holders across sponsorship strategy, activation, social content, production, PR and communications, events and talent management. Callaway Golf Europe has signed up as the agency’s founding client for strategic advisory services, with more expected to be announced.

The new agency will be powered by the proprietary data and insight tool Tribes, developed by MSQ agency Freemavens.

Founding partners Martin and Wynne-Morgan (above, Martin right) say: “By building from the ground up and investing in exciting acquisitions, we can create a dynamic global agency that truly reflects the current and future opportunities in the ever-evolving sports and entertainment industry.”

“Technology is being integrated into our offering to intelligently accelerate insights, understanding and approaches to improve the capabilities of our team by working closely with the best minds and tools in the field at MSQ.

“It’s MSQ’s people and culture – the strong belief in investing in specializations, the B Corp accreditation and the incentive model that enables effective internal collaboration and growth – that really appealed to us.”

Peter Reid, Global CEO of MSQ, said: “We have been looking at developing a world-leading sports and entertainment offering for some time, building on the current work of our agencies aimed at unlocking talent and brands in this space.

“For us, it was about finding the right people with the right cultural fit and with Steve and Jamie, we have that in abundance. They are two of the industry’s leading operators with a strong global track record in an experience-led space that is attracting increasing levels of consumer spending.”

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