Steve Martin and Jamie Wynne-Morgan, who founded and developed the award-winning M&C Saatchi Sport & Entertainment agency for 20 years, have joined MSQ to launch a new leading sports and entertainment agency group, MSQ Sport + Entertainment.
The new global agency will leverage the power of sports and entertainment to build deeper connections with brands, talent and rights holders through a range of services including sponsorship strategy and activation, social content strategy and production, PR and communications, live experiential events and talent management. Callaway Golf Europe has signed on as a founding client for the agency’s strategic consulting services, with further announcements expected in the coming weeks.
Steve and Jamie will be supported by MSQ, the creative, technology and media company, its private equity fund OEP, and MSQ’s 1,200-strong team of strategists, creatives, data analysts and channel activation specialists, and will aim to attract the best talent and best agencies through a significant acquisition and organic growth strategy.
Several acquisition targets have already been identified in the US and Europe and discussions are underway with industry experts.
MSQ Sport + Entertainment’s proposition is differentiated by creativity, enhanced by technology and enabled by data, and the agency is powered by TRIBES, a proprietary data and insights tool developed by MSQ agency Freemavens.
TRIBES uses advanced analytics to harness and map digital conversations, content and curiosity at the pace of culture, helping clients better understand what motivates their audiences and how to more effectively connect with them with the right content, in the right place and at the right time.
“Building from the ground up and investing in exciting acquisitions will enable us to create a dynamic global agency that truly reflects the current and future opportunities in the ever-evolving sports and entertainment industry,” said Steve Martin and Jamie Wynn Morgan, co-founding partners of MSQ Sports + Entertainment.
Jamie Wyn Morgan added: “Working closely with the best people and tools in the field within MSQ, we are integrating technology into our services to intelligently accelerate insight, understanding and approach, and strengthen the skills of our teams.”
“MSQ’s people and culture – its strong belief in investing in expertise, B Corp certification and incentive model that enables effective internal collaboration and growth – were really attractive to Steve and me.”
Steve Martin said: “The sports and entertainment industry is an emotionally charged, fast-paced world. This represents a unique opportunity for Jamie and me to build a modern, agile investment agency – one that blends technology with human expertise to respond in real time to ever-evolving fan culture and behaviors, ensuring brands never miss a moment.”
“We believe it will be an attractive place for clients to work and a place where the best people can come to work.”
Peter Reid, Global CEO of MSQ, commented: “We have long been looking to develop a world-leading sports and entertainment proposition, building on the work currently underway within our agency to leverage talent and brands in this sector.”
“For us, it was important to find the right people with the right cultural fit, and we have that in abundance with Steve and Jamie. They are two leading industry operators with a strong global footprint, operating in an experience-driven sector where consumer spend is growing ever-increasingly. We are thrilled to be creating an agency together that forges authentic connections between brands and cultural trends expressed through sports and entertainment. This is an area that is becoming increasingly important for forward-thinking brands and this new agency will significantly increase our capabilities in this area, which we’re very excited about.”
Steve and Jamie will work with MSQ Executive Director, Kate Howe, to bring the agency’s vision to life.
Steve Martin was global CEO and Jamie Wyn Morgan was UK CEO of M&C Saatchi Sport and Entertainment, which was founded in 2004, and will leave in November 2023. The company is a record seven-time winner of Agency of the Year at the FEVO sports industry awards.
