Sport & Entertainment Launch Division

S&E Launch Marketing Division Fabric

M&C Saatchi Sport & Entertainment has today launched a new lifestyle marketing division, M&C Saatchi FABRIC, responding to increased demand from brands’ looking to connect with audiences in the emerging ‘hyper-passions’ category.

The new division has been built to address the rapid evolution of Australians’ passion points. Research from M&C Saatchi Intelligence identified that interest areas that were traditionally considered hobbies, including fashion, food, beauty, health, and wellbeing, have exploded into passion areas, with lifestyle purchases in these categories making up 1 in every 2 online transactions in Australia last year and news stories across the category growing by up to 80% in the last three years.

The division will be spearheaded by M&C Saatchi Sport & Entertainment’s Head of Communications, Krystyna Frassetto who joined the business in February, bringing with her over a decade of experience working with, and advising some of the country’s most high-profile lifestyle brands.

Australia is the first market to introduce the new M&C Saatchi FABRIC, with offices in London, New York, Johannesburg, and Berlin to follow in the coming months.

M&C Saatchi Sport & Entertainment is a communications agency that delivers creative, experiential, media relations, influencer engagement, and social. It works with iconic local and global brands including Commonwealth Bank, Golf Australia, Smeg, and Sonos.

M&C Saatchi Sport & Entertainment has today launched a new lifestyle marketing division, M&C Saatchi FABRIC, responding to increased demand from brands’ looking to connect with audiences in the emerging ‘hyper-passions’ category.

The Road to Recovery

The Road to Recovery

M&C Saatchi is helping some of Australia’s most iconic brands navigate the road to recovery.

Group CEO Justin Graham talks to the marketing leaders of some of Australia’s most influential brands about the challenges they’ve faced and their journey so far through 2020.

Mumbrella’s Market Review will provide a thorough investigation into sector-specific topics, examining how a variety of marketers have transformed their strategies and reimagined their workplaces to better cater for their staff, clients, and business objectives.

The Road to Recovery, led by M&C Saatchi AUNZ CEO, Justin Graham will take place on September 24 at 3pm. Focusing on brand and agency, Graham will share case studies from some of the agency’s major partners.

The panel will feature:

  • Monique Macleod, CMO at Commonwealth Bank
  • Luke Waldren, executive general manager of marketing, customer and product at TAB
  • Susan Coghill, CMO at Tourism Australia

They will explore the pressures their businesses have responded to under COVID-19 and the strategies that have helped steer their companies through the global pandemic to this point.



M&C Saatchi Sydney copywriter Rubini Gunartanam speaks to LBB’s Natasha Patel about making her mark on the industry through a series of initiatives and why being a youngest child pushed her to succeed.

For Rubini Gunartanam working in the creative industry was on the cards from a young age. As someone who often let their imagination get the better of them she jokes that this skill is one that is “pretty useful as a creative”. But, growing up life wasn’t all that quaint.

Rubini describes herself as being of Chinese, Malaysian and Sri Lankan descent and growing up in Queensland, she was no stranger to racism.

I witnessed casual and not-so-casual racism, most days. And from people you least expect. It’s so entrenched in our everyday ‘okka’isms’ that we rarely stop and question – wait, what does it really mean if you call someone a ‘cool Asian’? Are you in fact implying that Asians aren’t ‘cool’? Experiences like this compel me to continue challenging prejudice — even my own — and reassess if what we’re casually saying is just casually really, hurtful.

Rubini GunartanamCopywriter, M&C Saatchi Sydney

These experiences had a lasting effect on Rubini who now finds the debates around representation in the industry something that really riles her. “I know, I know – we’re making progress. But we still have a long way to go. Only a few years ago, I remember watching something that gave me all the feels. Like, all. The. Feels. And it was because, for the first time, there was a diverse cast (not just of extras). When you see people on screen that look like you, their message actually sits with you.” Couple this with Rubini’s childhood experiences with racism and you can understand why she says she “thinks twice” every time she’s casting.

But, her advocacy for equality doesn’t stop there and after successfully lobbying ‘Working from Home. Period’ at M&C Saatchi to “normalise periods and empower women to say when they need time to work from the comfort of their own home,” she is now working on an industry initiative to help tackle racism.

Hearing about Rubini’s positive contributions to the industry and her drive to be heard it’s no surprise that she describes herself as a “100% youngest child. This essentially means I’ll stop at nothing to get my own way – which isn’t all that bad when you’re selling an idea in, right?”

Rewind a few years before her stint as copywriter at M&C Saatchi in Australia and Rubini studied for a degree in business and media communication with a major in advertising. She recalls: “It did lead me to my year ‘studying’ abroad in Copenhagen. A long stint of sporadic classes, meeting people from all over the world, pondering if I was ‘creative’ as I sampled another cinnamon swirl, even some interning with the BBC – all these experiences gave me the confidence to finally say ‘fuck it, I’m going to try to get into creative’.” And so she did.
After a role in digital marketing which she says “had a few too many spreadsheets for my liking” Rubini made the “disgustingly deliberate” decision to get into the advertising industry. “Internships, coffees after coffees, and of course the 12-week anxiety-soaked course that is AWARD School”. Reflecting on those early years Rubini’s biggest lesson was, in her words: “Proofread. Proofread. Proofread.”
Looking to the future Rubini hopes to see more “ads that don’t look like ads” but finds frustration with bold ideas that are “thrown in as wildcards to show clients ‘we’re thinking’”. However, she does hope that the future of the industry is also focussed on the health and well-being of employees. “Lots of industries have some sort of gym pass hook-ups. Not that we’d have heaps of time to go, but it’d be nice to have y’know?”

Keeping fit is a must for Rubini, who tells those who scoff at her hobbies of yoga, reality TV and puppy playdates: “Yes. I’m basic, but so what?”. Although let’s be honest, the fact that she didn’t make sourdough during lockdown knocks her down the basic scale a lot. “Instead of sourdough, I made a few hot sauces during lockdown. It’s all fun and games until the fire of 14 habaneros remains beneath your fingernails.”

So, where does she get her drive from? “The thrill of my next idea. It’s probably the youngest child in me, but I’m super impatient and after years of losing ‘shotgun front seat’, I’m pretty good at finding ways to entertain myself.” For someone who has to entertain and engage many through engaging campaigns, our bet is that Rubini is one who will stop at nothing to succeed at what she puts her mind to. 

The copywriter at M&C Saatchi Sydney speaks to LBB’s Natasha Patel about making her mark on the industry through a series of initiatives and why being a youngest child pushed her to succeed

Steggles Turkey Hits the Spotify

Steggles Turkey Hits the Spotify

For fitness addicted Aussies. Steggles has been providing Australians with quality poultry products for more than 100 years.

Gym junkies and park flab busters alike are desperate for protein wherever they can get it. But not enough people know that turkey, the world’s least Instagrammable superfood, is some of the best lean natural protein around.

So, Steggles Turkey is reaching out to them at the moment they’re most interested in getting results, through catchy turkey-based workout songs on the top Spotify workout playlists. Playlists that are getting an absolute pumping as Aussies work to stay fit during COVID-19.

These aren’t just ads, they’re tongue in cheek bangers you can work out to. They celebrate all the things that are ugly but good for us — none more so than our aesthetically challenged turkey bird, which happens to be the ultimate post workout protein hit.

Cam BlackleyM&C Saatchi Australia Chief Creative Officer

The ‘Ugly, but good for you’ campaign is a collaboration between M&C Saatchi Australia, HYLAND and Spotify, incorporating subtly branded songs into workout playlists, and it’s one of the first times Spotify has allowed long form spots on their platform.

The ‘Ugly, but good for you’ songs span Spotify’s four most popular workout genres – Rock, Hip Hop, Techno and Pop. The songs are the brainchild of M&C Saatchi creative team Jason Leigh and Melissa Hawkett. They were written and performed by Jason, also known for his Melbourne based rock and roll band ‘The Stiffys’, in collaboration with We Love Jam Studios, with custom album art for each genre.

The Work

With more people doing home workouts than ever before, it’s the opportune moment to remind health and fitness buffs that Steggles Turkey is the ultimate lean protein meal. What better way to cut through than with these catchy, irreverent songs, airing on the home of workout playlists - Spotify

Yash GandhiHead of Marketing, Baiada Poultry


The campaign launched Tuesday night and will reach a potential 1.3million protein fiends.

This is the next installment of Steggles Turkey’s ‘Ugly, but good for you’ campaign, which has won pencils at D&AD and AWARD.


Client: Steggles (Baiada)

Yash Gandhi – Head of Marketing
Shawn Stevens – Snr. Brand Manager
Saba Khan – Brand Manager
Rhiannon Purrer – Asst. Brand Manager


CCO: Cam Blackley
ECDs: Mandie van der Merwe, Avish Gordhan
Art Director: Melissa Hawkett
Copywriter: Jason Leigh
Producer: Sarah Cowen
Group Head: Vanessa Boueyres
Senior Account Director: Laura Jones
Account Manager: Sarah Dillon
Music composition: Hylton Mowday (We Love Jam Studios), Jason Leigh

Media agency: HYLAND

Group Business Director: Christina Qazi
Comms Executive: Isobel Beith

For fitness addicted Aussies. Steggles has been providing Australians with quality poultry products for more than 100 years.

Five Rs for post-COVID Recovery

Five Rs for post-COVID Recovery

24th September 2020

14th July 2020

Forget the crystal ball attempts to predict a post-COVID-19 future, start creating it.

COVID-19 has upended our lives and fragmented the way we live. As we slowly put the pieces back together, brands need to find ways to lead the recovery and actively shape the new normal. To do that, according to M&C Saatchi’s Justin Graham, we need to engage in the five Rs: resolve, reconnect, reinvent, re-skill, and reignite.

For months now, we’ve been glued to the news, fuelled by minute-by-minute updates on the rapidly-evolving pandemic. There’s no denying that a crisis of this scale has the potential to reorder society permanently. Nobody knows exactly when, how, or to what extent things will change, but a new normal is inevitable.

And that means brands and marketers must adapt. Let’s forget the idea of neat, tidy phases. Being bound to phases risks being out of tune with a rapidly changing environment, and can distract us from what’s really happening.

The same is true of trends. There’s no denying that adland loves trends and using its crystal ball to see into the future – a quick scroll through LinkedIn could tell you that much. However, in times like these, there’s a risk that if we lean into trends too much, we begin to perpetrate and instil negative behaviours instead of helping customers move through them.

the five Rs

Resolve inertia

The coronavirus crisis has caused people to feel and experience a sense of inertia about their lives, and barriers keep getting in their way.

1.6m Aussies lost their incomes in the first week of lockdown, almost half of Australia’s workers are on wage subsidies, and 80% of Australians believe the crisis will have a lasting impact on their lives.

By identifying and solving the problems that are causing inertia for our customers, we can help ensure their lives regain the momentum that’s been lost.


A defining feature of COVID-19 has been the scale of severed connections. Moments, feelings and activities that used to be commonplace are now a distant memory.

In response, brands need to help their customers reconnect with the world around them, whether that’s in person or online. It’s worth remembering that virtual and digital solutions are only enablers, not replacements for authentic human experiences.


The same is true of all those skills your current or potential customer might always have wanted to learn – now is the perfect time to be their guide.

Similarly, businesses should also be using this time to empower their own staff to retrain or upskill in their chosen area.

Reinvent value

COVID-19 has rendered certain business models and ways of delivering value obsolete. But if your brand’s usual offerings have been hampered or completely cancelled, don’t immediately admit defeat. Instead, utilise current constraints to your brand’s advantage by seeing how you could deliver your product differently.

Our client Tourism Australia, for example, was forced to completely overhaul its marketing strategy away from international travellers and instead focus on domestic travel. ‘Holiday here this year’ inspires Aussies to travel local, while referencing the need to support and stabilise the severely impacted local tourism and travel industries.

Find areas for diversification by leveraging contacts or suppliers you still have access to in order to create brand new value for customers.

Reignite passion

It’s human nature to want what we can’t have, and brands need to use this simple fact to their advantage. Throughout the pandemic, certain experiences, rituals and activities have remained out of reach. As restrictions ease, marketers have an opportunity to reignite the passion for the experiences around which our brands live.

If you can prime your customers for when restrictions ease through branded content and social media, when they’re finally allowed to take part, they’ll have a stronger desire and passion for your offering than ever before.

It’s time to start resolving, reconnecting, reinventing, re-skilling, and reigniting your customer’s passions. If you don’t, you’ll be at serious risk of alienating customers who are demanding that from brands.

We need to stop staring into our crystal balls and instead begin resolving customers’ problems, helping them reconnect with the world, and reigniting their passions. Instead of focussing on the value they’ve lost, brands need to focus on reinventing new forms of value, and re-skilling their customers for the strange new world that we have already fallen into.

Forget the crystal ball attempts to predict a post-COVID-19 future, start creating it

Career Insights from Our Leaders

Career Insights from our Leaders

M&C Saatchi launches ‘Growth Sessions’, a series for junior and mid-level industry professionals looking for change.

M&C Saatchi has launched a free online event series to help junior and mid-level industry professionals enhance their careers and tackle the challenges presented by the coronavirus crisis.

Redundancies have hit hard across a lot of industries, and the advertising industry hasn’t been spared. According to online classified site SEEK, job ads for the advertising sector are down 60% April compared to March.

With COVID-19 changing the way we live and work forever, the M&C Saatchi Inspire – Growth Sessions is a six-part program of actionable insights to guide tomorrow’s leaders to long-term career success. M&C Saatchi invites the industry to ask questions, receive guidance and absorb key information from top industry talent.

From CEO to strategist, attendees will have the chance to discover what skills will be required to thrive in a post-coronavirus world. Speakers include Bohemia Group general manager Sev Griffiths, and Re: global CEO, Patrick Guerrera.

We’ve got an incredibly diverse mix of people within our business, so it’s been brilliant to see how many of them want to get involved and help anyone who has been displaced during the last few months, or simply looking for a change.

Now is a tough time for many, but what it does enable is a focus on self that we are not often allowed, Sev has pulled together a great panel of industry leaders to kick off the Sessions next week so I encourage people to jump in next Thursday and each session following.

Justin GrahamCEO M&C Saatchi Group

Passionate about developing talent to be cross-functional and able to navigate the new world of work in 2020, Sev will be hosting a panel of extremely talented, brave and experienced people in our industry who have demonstrated individual strength, passion and resilience.

Panelists include Natalie Harvey, Network Sales Director, Network 7, Kate Richardson executive coach and mentor and Ellie Rogers Facebook agency director, ANZ. They will discuss their personal experience around reinvention, and the challenges they’ve faced by switching gears and tackling new career paths.

The free program will be hosted on Zoom and is open to anyone who wishes to join. There will be a chance for attendees to ask questions directly to the speaker throughout each presentation.

Hosts and guests will also be invited to join a new LinkedIn community that will inspire, inform, support, and assist them in their own career journeys.

M&C Saatchi launches ‘Growth Sessions’, a series for junior and mid-level industry professionals looking for change.

With Love from Aus

With Love from Aus

Tourism Australia has released a new film called ‘With Love From Aus’ via M&C Saatchi, Sydney

Tourism Australia managing director Phillipa Harrison said that through these times of global uncertainty, everyone could all do with a bit of positivity and something to look forward to: “With Love From Aus” is a heartfelt message to all Australians and the rest of the world that our beautiful country and its people will be ready to welcome visitors with open arms when the time is right.

“While there are many restrictions on travel and tourism right now, people’s appetite for travel hasn’t disappeared. We want everyone to keep dreaming about the unique experiences and beautiful places across Australia that will be waiting for them on the other side of this. More time at home gives us more time to think about the things that really matter – so we want to give people something to look forward to by sharing places they’ll be able to explore in the future.”

Says Cam Blackley, CCO, M&C Saatchi: “I find the idea that nature is getting a bit of rest and relaxation while we’re isolated puts a smile on my face. Finding reasons to be positive in difficult circumstances is baked into Aussie DNA and we’re proud to share that outlook with the world right now.”

Tourism Australia has released a new film called ‘With Love From Aus’ via M&C Saatchi, Sydney

Victorian Government Partnership

Victorian Government Partnership

The Victorian Government is committed to keeping Victorians informed about coronavirus (COVID-19) and thanking them for following the restrictions currently in place.

Victorians have been able to prevent a broader spread of coronavirus through their efforts and actions. The situation remains fragile and we know that continued success will come by working together.

The ‘Staying Apart Keeps Us Together’ campaign reflects on the efforts and actions that are making a difference and how we are achieving this as a community.

The campaign reflects on the connectedness and community support that is key during this time.

‘Staying Apart Keeps Us Together’ developed with M&C Saatchi is a multi-channel campaign running in metropolitan and regional areas of Victoria. TV, radio, press, digital, social and out of home will speak to the broader Victorian community with a suite of bespoke communications designed for specific audiences.

Quote Attributable to the Premier Dan Andrews:

“I know we’re asking a lot of Victorians at the moment but following the rules and staying apart keeps us together as a community.”

David Stockman | A/Chief Communications Officer & Chief of Protocol | Strategic Communication, Engagement and Protocol

M&C Saatchi Melbourne Proudly Partners with The Victorian Government



TAB asks Australians to help play find a way via M&C Saatchi

Wednesday, 25th May 2020, Sydney – TAB continues to roll out its new campaign supporting the ‘Long May We Play’ brand platform this week, asking Australia’s sports fans to ‘help play find a way’.
TAB is doing its bit to bring sport back to the people by encouraging fans to download the government’s COVIDSafe contact tracing app to help fast-track the return of sport – to the fields, tracks and pubs.
With the government flagging a direct correlation between the number of Australians with the app and the further easing of restrictions, TAB wants to remind sports fans that downloading the app is the quickest way to get back to the stuff we miss the most. The campaign kicked off a week ago in national press with a QR enabled footy pie that when scanned, led directly to the COVIDSafe landing page. The follow up TVC ‘Requiem for a pie’ laments that whilst the footy might be back, our rightful place in the stands is yet to be restored.

“There’s not many sport nuts that aren’t dying to be reunited with a hot pie or overpriced bucket of chips in the stands right now.” says M&C Saatchi chief creative officer, Cam Blackley. “Having TAB lend its weight to hit the 10 million downloads target of COVIDSafe to achieve that goal allows this iconic brand to once again elevate the conversation above the bet (albeit with tongue wedged firmly in cheek). It’s ambitious but worth a shot.”

TAB’s Executive General Manager of Marketing, Customer and Product, Luke Waldren, said:
“We know Aussies are eagerly awaiting not only the return of sport, but to be able to enjoy it with their mates as well. So, we’re encouraging fans to put rivalries aside and unite to help ‘play find a way’ and the fastest way to do that is to download the COVIDsafe app.”

The campaign initially launched across press and social channels on Sunday May 17. The ‘Requiem for a Pie’ TVC follows today in advance of the NRL season return on Thursday night, with further activations launching in the lead-up to the restart of the AFL season.


Cam Blackley – Chief Creative Officer
Doug Hamilton – Creative Director
Chris Cheeseman – Head of Art
Matthew Harrington – Craft Designer
Simon Kent – Creative Technologist
Nick Jacobs – Acting Head of Strategy
Jasmina Porter – Group Head
Will Woods – Senior Account Director
Joshua Johns – Senior Account Manager
Kurt Griffin – Account Manager
Dean Trendler – Project Director
Ros Payne – Senior TV Producer
Lill Schroeder – Senior Broadcast Producer
Greg Hyslop – Lead Print Producer

Luke Waldren – EGM Marketing, Customer & Product
Kent Madders – Head of Brand and Marketing
John Vellis – General Manager Media & Sponsorship
Jonathon Rhydderch – Senior Marketing Manager
David Marsh – Marketing Manager, Sport

Production Company – Revolver/ Will O’Rourke
Matt Devine – Director
Michael Ritchie – MD / EP
Pip Smart – EP
Alex Kember – Producer
Stefan Duscio – DP
Dan Lee @ ARC Edit – Editor

OMD Australia

TAB continues to roll out its new campaign supporting the ‘Long May We Play’ brand platform this week.



Nicole Kidman and Jack Thompson join other familiar faces to support the Sydney Film Festival.

Stories is the outcome of a rich collaboration of SFF supporters – creatives, actors and filmmakers. Gillian Armstrong AM, Rose Byrne, Marta Dusseldorp, Nash Edgerton, Damon Herriman, Nicole Kidman AC, Ewen Leslie, Heather Mitchell AM, Daniel Monks, Sam Neill DCNZM OBE, Miranda Tapsell, Jack Thompson AM, Lynette Wallworth, Rachel Ward AM, Hugo Weaving AO and David Wenham contributed their voices to the initiative, filming a collective poem – Stories.

The film features Australian industry icons reading Stories, a stirring poem written by M&C Saatchi Group Creative Director Andy Flemming about the importance of creativity, debate, discovery and truth-telling.

The timing of the piece is especially pertinent for the film festival, which will be virtual this year for the first time in its history. But whether movie or computer screen, the festival is adamant that stories from around the world are even more important in these troubled times.

Sydney Film Festival CEO Leigh Small: “Sydney Film Festival is thrilled to have sparked such a moment of creative reflection from some of Australia’s most talented filmmakers and storytellers.”

M&C Saatchi’s Andy Flemming said: “Stories are one of the fundamental reasons for us being us. From stories calved onto Egyptian tombs, embroidered into tapestries or shot on 35mm, they share knowledge, history and humanity. We live in an age where many of our stories are picked for us by a computer algorithm, so film festivals are critical for how we see the world. As a film lover, it was a privilege to write these words – and made it even more exciting to hear some of the world’s greatest talent delivering them.”

All talent and expertise were donated to the philanthropic campaign. The initiative, in collaboration with advertising agency M&C Saatchi and production company FINCH, sees a cast of 16 formidable Australian actors and filmmakers join forces via video to champion the Festival.

Sydney Film Festival has partnered with international film festivals and local streaming service SBS On Demand, to find new ways to connect audiences to film and to support the film industry, which has been severely impacted by the COVID-19 lockdowns.

Creative Agency M&C Saatchi
Chief Creative Officer: Cam Blackley
Group Creative Director Andy Flemming
Writer: Andy Flemming
Art Director: Rosita Rawnsley-Mason
Account Director: Charlotte O’Brien
Strategist: Alexi Hall
Production Company: FINCH
Director: Kyra Bartley
Executive Producer: Loren Bradley
Editor: Jack Hutchings, The Editors
Post Production: Atticus
Sound Mix: Abigail Sie, Song Zu
Composer: Adrian Sergovich, Song Zu
Sydney Film Festival CEO: Leigh Small
Sydney Film Festival Philanthropy Manager: Georgia Shepherd


Sydney Film Festival is a major event on the New South Wales cultural calendar and is one of the world’s longest-running film festivals. For more information visit:

Gillian Armstrong AM, Rose Byrne, Marta Dusseldorp, Nash Edgerton, Damon Herriman, Nicole Kidman AC, Ewen Leslie, Heather Mitchell AM, Daniel Monks, Sam Neill DCNZM OBE, Miranda Tapsell, Jack Thompson AM, Lynette Wallworth, Rachel Ward AM, Hugo Weaving AO and David Wenham contributed.