Latest Post

Kroger apologizes after using images from The Peach Truck A word at the heart of the New London shade tree controversy

Steve Martin and Jamie Wynne-Morgan, who founded and developed the award-winning agency M&C Saatchi Sport & Entertainment over a 20-year period, have joined MSQ to build a new leading sports and entertainment agency group – MSQ Sport + Entertainment.

The new global agency will harness the power of sport and entertainment to create deeper connections for brands, talent and rights holders. Its services will range from sponsorship strategy and activation, social content strategy and production, PR and communications, to live experiential events and talent management. Callaway Golf Europe has signed up as a founding client of the agency for strategic advisory services. Additional clients will be announced in the coming weeks.

Steve and Jamie will be supported by creative, technology and media company MSQ, its private equity financier OEP and MSQ’s 1,200-strong team of strategists, creatives, data analysts and channel activation specialists as the company looks to attract the best talent and the best agencies through a significant acquisition and organic growth strategy.

Several takeover targets have already been identified in the USA and Europe and discussions with industry specialists are ongoing.

MSQ Sport + Entertainment’s offering will be defined by creativity, enhanced by technology and enabled by data. The agency will be powered by a proprietary data and insight tool – TRIBES – developed by MSQ agency Freemavens.

TRIBES uses advanced analytics to harness and map digital conversations, content and curiosity at the speed of culture, helping clients better understand what drives their audiences and how to better reach them with the right content in the right place at the right time.

MSQ Sport + Entertainment co-founding partners Steve Martin and Jamie Wynne-Morgan said: “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 of the ever-evolving sports and entertainment industry.”

Jamie Wynne-Morgan added: “Technology will be integrated into our offering to intelligently accelerate insights, understanding and approaches, enhancing 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 Steve and me.”

Steve Martin said: “The sports and entertainment industry is an emotionally charged, fast-moving world. This is a huge opportunity for Jamie and I to build an agile, invested agency for the modern era. One that combines technology and human expertise to keep pace with ever-evolving fan culture and behaviour in real time, ensuring brands don’t miss a moment.”

“We are convinced that it will be an attractive employer for our customers and that the best talent will be at our side.”

Peter Reid, Global CEO of MSQ, commented: “We have been trying to develop a world-leading sports and entertainment offering for some time, building on the work currently being done in our agencies to develop talent and brands in this area.

“For us, it was about finding the right people with the right cultural fit and with Steve and Jamie, we have those people in abundance. They are two of the industry’s leading players with a strong global track record in an experience-led space that is attracting more and more consumers. We are delighted to be working with them to create an agency that builds authentic connections between brands and cultural trends expressed through sport and entertainment. This is an area that is becoming increasingly important for forward-thinking brands and this new agency will significantly expand our capabilities in this area, which is incredibly exciting.”

Steve and Jamie will work alongside Kate Howe, Managing Director of MSQ, to turn the agency’s vision into reality.

Steve Martin was global CEO and Jamie Wynne-Morgan was UK CEO of M&C Saatchi Sport and Entertainment, an agency they founded in 2004 and left in November 2023. They have won Agency of the Year a record seven times at the FEVO Sport Industry Awards.

Leave a Reply

Your email address will not be published. Required fields are marked *