M&C Saatchi Sport & Entertainment appointed to work with the Greater Western Sydney Giants

M&C Saatchi Sport & Entertainment has been appointed to the Greater Western Sydney Giants roster, signifying the specialist agency’s third major new business win of 2013.

The Giants appointment will see the specialist sponsorship agency work closely with the emerging AFL club as they take to the field for their second season.

It establishes the agency in a retained role, working alongside the club’s marketing team to develop its strategic and creative direction, at-match activation concepts,multiple marketing collateral executions and PR plan with the principal objective of ensuring the Giants remain at the forefront of consumers’ minds in 2013.

The first major campaign the agency has developed is designed to support the AFL season opener between the Giants and their cross-town rivals the Swans that has been branded the ‘Battle of the Bridge’. The campaign brought to life a concept that was originally the brainchild of Giants head coach Kevin Sheedy and recognizes one of Sydney’s iconic landmarks which separates east from west – the Anzac Bridge.

In addition to the Giants win, M&C Saatchi Sport & Entertainment has also secured leading compression clothing brand SKINS as a retained PR client after completing a number of projects for the company in 2012. The agency is currently implementing the PR plan for 2013 that will focus on driving coverage of the brand and key products in both the sports and lifestyle media, creating content for SKINS social media platforms as well as leveraging the brand’s ambassadors.

The third new business win will see the agency work with existing M&C Saatchi advertising client Baiada Poultry on their Steggles brand. The M&C Saatchi Sport & Entertainment Events Team. has converted a 1970s caravan into a fully functioning kitchen designed to raise awareness of the Steggles range of products. After debuting in Melbourne’s Federation Square during the 2013 Australian Tennis Open, the Steggles Caravan will visit a number of events throughout 2013 including this week’s Sydney Easter Show.

M&C Saatchi Sport & Entertainment director Jack Lamacraft confirmed the wins were the perfect way to head into the second quarter.

Says Lamacraft: “It’s really competitive out there at the moment and we’re delighted to be able to announce we’ve started 2013 in such a positive fashion. The Greater Western Sydney Giants relationship is particularly important for us. We’re keen to demonstrate how we can add value to a rights holders business after working predominantly for sponsor brands since we started in 2009.

“SKINS are a really exciting brand to add to our roster, especially as a PR client. As a brand they’re famous for pushing boundaries and we look forward to taking some risks in 2013 to make sure they’re the most famous and talked about brand in what is a very competitive category.

“We’re always keen to show what value we can add to an existing wider agency client and the Steggles project has allowed us to do just that. We have imagined an idea and turned it into reality with the creation of the Steggles Caravan and we can’t wait to get out on the road throughout the year.”  

M&C Saatchi Sport & Entertainment is a creative communications company specialising in sponsorship strategy and activation.

Part of the M&C Saatchi Group, the agency was founded in 2009 and now has 12 full time staff. Key clients include: Pepsi Max, IAG and Commonwealth Bank.