Mid-sized consultancy of the year: M&C Saatchi Sport & Entertainment

(UK fees £2m-£10m)

Content marketing may be on everyone’s lips, but M&C Saatchi Sport & Entertainment has put its money where its mouth is, with the creation of a serious in-house production offering.

The iTunes release of a film promoting Castrol Edge’s sponsorship of footballer Ronaldo provided the perfect opportunity to do something truly innovative. In 2011, it had created a documentary that tested and then analysed how Ronaldo’s body worked. To launch the iTunes

release, the agency set up a game with Ronaldo, which was streamed live on Facebook, and fans were able to have direct real-time access to the player and select which targets he would have to shoot at a world first for any brand at the time. Fans from 180 countries logged on to Facebook to challenge Ronaldo, the app was shared by 13,180 people and there have been 74,000 downloads of the film so far.

During the London 2012 Olympics, the team also created a TV show for Coca-Cola in which it interviewed celebrities and sports stars and secured exclusive music performances, resulting in widespread media coverage.

Aside from producing great work, the agency also opened offices in New York and Berlin and increased staff numbers from 50 to 68. It enjoyed a 55 per cent rise in fees to £6.6m and a 20 per cent increase in profits.

"A standout presentation bursting with creativity, confidence and cool. Great work, super results and everyone I met at the company oozed passion and pride"

Rob Halloway Director of comms and events, Mercedes-Benz UK

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