Robin Clarke has been appointed as the new Global CEO of M&C Saatchi Sport and Entertainment. Clarke will report to the group’s Global CEO, Zaid Al-Qassab, and will be a part of the agency’s executive leadership team. He will collaborate with Richard Thompson, the division’s chair, to oversee the group’s activities in Sport & Entertainment and its PR business, Talk. Clarke’s responsibilities include developing a comprehensive go-to-market strategy that integrates these specialties and expanding M&C Saatchi’s presence in sports, music, film, lifestyle, and other cultural areas.
With nearly 25 years of experience in the sports and entertainment industry, Clarke has a strong background in sports hospitality sales and has held significant roles at Starcom and Publicis Sport & Entertainment. Most recently, he served as Global EVP at 160over90, part of the Endeavor network, where he managed relationships with major clients such as DP World, Visa, AB InBev, and Marriott.
Zaid Al-Qassab praised Clarke’s appointment, stating, “His extensive experience, strategic mindset, and deep industry connections make him the perfect leader to drive our vision forward. We are confident that under his guidance, the Passions & PR specialism will continue to thrive and deliver exceptional results for our clients.”
Expressing his enthusiasm, Robin Clarke said, “I am incredibly excited to return to M&C Saatchi and lead the Passions & PR specialism. The agency’s reputation for creativity and pushing boundaries is second to none, and I can’t wait to roll up my sleeves and get to work with the talented teams to achieve incredible things for our clients.”
M&C Saatchi Celebrates 20 Years with New ‘Passion Pulse’ Offering
Recently, M&C Saatchi Sport & Entertainment marked its 20th anniversary with the introduction of ‘Passion Pulse,’ a new initiative designed to redefine fan engagement. The agency is moving away from traditional fan models to a ‘Fancom’ approach, recognizing fans as dynamic participants with intersectional interests rather than a homogeneous group.
Laura Coller, UK CEO, explained the significance of this shift, stating, “There has been a demonstrable move away from the tropes of traditional fandom towards what we call Fancom. Away from mass homogenized groups and towards communities coalescing around intersectional interests and behaviors.”
Strategy Partner Neil Hopkins leads the Passion Pulse initiative, supported by a team of 12 experts specializing in sports, entertainment, and various sub-cultures. Their mission is to decode the complexities of fan communities, ensuring that clients can authentically engage with diverse passion spaces.
Recent research by the agency highlights a shift in audience behavior, with 63% of people using their passions to connect with others. This research underlines the importance of brands fostering authentic connections with consumers through shared interests.
With the launch of Passion Pulse, the adoption of the Fancom model, and the new leadership team, M&C Saatchi Sport & Entertainment aims to continue leading in passion marketing, creating genuine connections between brands and their audiences
