M+C Saatchi is expanding its sports and entertainment business footprint in North America with the official launch of a dedicated entertainment marketing division. The news comes from a press release provided to Marketing Dive. Jen Bacchus, formerly of talent agency WME, has been hired to lead the division and will report to Derek Goode, Managing Director of M+C Saatchi Sport+Entertainment.

"Entertainment has become one of the most powerful drivers of brand cultural relevance, creating opportunities for brands to build lasting relationships with consumers," Goode said in a statement. He also noted that Bacchus has extensive experience helping brands seize entertainment opportunities. During her four years at WME, Bacchus served brand clients including Visa, Marriott, McDonald's, T-Mobile, and Eddie Bauer.

Scope of Business and Strategic Context

M+C Saatchi's newly established entertainment division will focus on providing clients with end-to-end strategy, with services spanning branded content, brand and product placement, entertainment partnerships, talent negotiation, and activation. The division's launch follows M+C Saatchi's recent move to unify its operating model in North America—previously, its various business units operated relatively independently, but it has now shifted to a single regional operating structure to break down past silos.

M+C Saatchi attributes recent wins, including Brand USA, Novo Nordisk, and the U.S. Soccer Federation, to this more integrated agency approach. The company believes the unified model helps improve synergies and enhance its comprehensive service capabilities for large clients.

Industry Trend: Resurgence in Branded Content Demand

As consumers increasingly avoid traditional advertising, marketers' interest in branded content is heating up again. Bacchus, based in Los Angeles, emphasized in a statement: "The best entertainment partnerships influence culture rather than interrupt it."

More companies are exploring new formats such as branded micro-dramas and vertical video series to cater to mobile-first, short-duration viewing preferences. Meanwhile, streaming platforms are also seeking deeper sponsorship and brand integration models to boost advertising revenue.

Some brands are even beginning to build their own entertainment operations. For example, Gap Inc. (which owns Gap and Old Navy) hired a former Paramount executive in January for the newly created role of Chief Entertainment Officer, tasked with overseeing the apparel retailer's entertainment, content, and licensing initiatives.

Group Financials and External Pressures

UK-based M&C Saatchi Group continues to face external macroeconomic pressures, including the impact of tariff policies. According to full-year results released in April, the group's 2025 like-for-like net revenue—a key indicator of agency health—fell by 7.3%. The group aims to achieve net revenue growth and operating profit growth by 2026.