Marketing agency’s new Fabric unit aiming to tap into what its head calls ‘hyper-passions’.
M&C Saatchi Sport & Entertainment has announced the launch of M&C Saatchi Fabric, a new specialist marketing unit that will work with rights holders and brands looking to tap into the lifestyle space.
With an initial office in Sydney, the new division will be headed up globally by board director Laura Coller, who already leads the company’s existing lifestyle division.
Krystyna Frassetto, the agency’s head of communications, will manage the Australian operation, while additional offices in London, New York, Johannesburg and Berlin will reportedly open in the coming months.
Areas of focus for the unit will include the likes of fashion, food, beauty, health and wellbeing – lifestyle categories which, according to M&C Saatchi, accounted for one in every two online transactions last year.
“The essence of lifestyle culture is the shift from product…
