M&C Saatchi Sport & Entertainment branches out

M&C Saatchi Sport & Entertainment is set to open two offices in Germany and South Africa as it continues its international expansion.

Expansion: M&C Saatchi Sport & Entertainment is due to open its office in Berlin in July
Expansion: M&C Saatchi Sport & Entertainment is due to open its office in Berlin in July
The plans to roll out offices in Berlin in July and Johannesburg in September are part of a global expansion strategy to work with brands that want to strengthen their associations with sport.

The agency has also revealed it is planning to launch an agency in Brazil to capitalise on the 2014 football World Cup and the 2016 Olympics.

M&C Saatchi Sport & Entertainment CEO Steve Martin said: 'Our approach is to find people in these markets, build the new franchises around them and grow clients organically. It's not about putting dots on a map and buying up other agencies on a global scale just to have bodies there.'

Martin added brands were looking for 'more than sponsorship and advertising' around their involvement in sport.

'They want agencies that can create content, like our work for the TV series Wayne Rooney's Street Striker and the videos we produced for Castrol Edge featuring Cristiano Ronaldo,' added Martin.

Germany and South Africa were chosen for their healthy sports markets.

Torsten Wirwas will head up the Berlin office. His previous roles included creative director of McCann Erickson in Berlin and executive creative director in Dusseldorf.

The new franchises will be branded M&C Saatchi Sport & Entertainment Berlin and South Africa and join the agency's global network of 46 employees in its London office, 16 employees in its Sydney office and 12 in New York.

M&C Saatchi Sport & Entertainment's renewed global focus follows the news Havas Media acquired independent experiential marketing agency Ignition, which has offices in the US, London and Moscow.

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