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.

Steve Martin and Krystyna Frassetto

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.