M+C Saatchi is building out its sports and entertainment offering in North America with the introduction of a dedicated entertainment marketing practice, according to a press release shared with Marketing Dive. Jen Bacchus, formerly of the talent agency WME, has been hired to lead the division, reporting to M+C Saatchi Sport+Entertainment Managing Director Derek Goode.
“Entertainment has become one of the most powerful drivers of cultural relevance for brands, creating opportunities to build lasting relationships with consumers,” Goode said in a statement, noting Bacchus’ experience helping brands tap into entertainment opportunities. Bacchus’ four-year stint at WME involved working with brands like Visa, Marriott, McDonald’s, T-Mobile and Eddie Bauer.
M+C Saatchi’s specialized entertainment arm will focus on end-to-end strategy for clients, with services spanning branded content, brand and product integrations, entertainment partnerships and talent negotiations and activation. The launch follows M+C Saatchi’s recent move to unify its capabilities in North America under a single regional operating model, a break from a past siloed approach. M+C Saatchi has attributed recent business wins, including Brand USA, Novo Nordisk and the U.S. Soccer Federation, to a more integrated agency approach.
Marketers’ appetite for branded content is again on the rise as consumers increasingly tune out traditional advertising. Bacchus, who is based in Los Angeles, noted in a statement that “the best entertainment partnerships influence culture rather than interrupting it.”
More companies are exploring formats like branded microdramas and vertical video series to appeal to audiences with mobile-first, short-form viewing preferences. At the same time, streaming services are exploring deeper sponsorship and brand integration models as they seek to boost ad revenue.
Some brands are standing up their own entertainment bets as well. Gap Inc., the owner of Gap and Old Navy, in January hired a former Paramount executive to fill the newly created role of chief entertainment officer. The position spearheads the apparel retailer’s entertainment, content and licensing initiatives.
M&C Saatchi Group, which is based in the U.K., has been contending with external macroeconomic pressures, including fallout from tariffs. Like-for-like net revenue, an important measure of agency health, declined 7.3% in 2025, according to full-year results published in April. The group aims to achieve net revenue growth and operating profit growth in 2026.
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