M&C Saatchi Fabric is targeting brands that want to tap into a consumers’ “hyper-passions”.
Clients in this space include Reebok, Adidas and Zound, with plans to rapidly build its lifestyle client portfolio.
M&C Saatchi Fabric will be led by board director Laura Coller, who has been head of the agency's lifestyle division since 2016.
“The essence of lifestyle culture is the shift from product consumption as functional utility to product consumption as community membership. Things that were once necessities or hobbies are now passions, which has led to growth and opportunity in this space,” she said.
“This, paired with the fact that consumers are living their passions in a more 'always-on' way, has led to a category that we are calling ‘hyper-passions’. Essentially, we’re more passionate about more things, more of the time.”
Coller said that connecting brands to lifestyle consumers requires a more nuanced approach to how brands usually connect in the sport and entertainment sphere.
“We believe that the real value is in brands enabling consumers to connect to each other. That’s how you build authentic, engaged communities that, in turn, build a culture around brands and ultimately lead to long-term impact. This is where we place our focus.”
M&C Saatchi Sport & Entertainment UK chief executive Jamie Wynne-Morgan said its lifestyle division has been an increasingly important part of the business over the past few years.
“This year has been a tipping point that’s seen the rapid diversification of passions, with a priority and mindset shift from consumers that’s made their passions a more dominant part of their lifestyles and a bigger opportunity for brands. Our ambition is to use M&C Saatchi Fabric to bring a fresh approach to the lifestyle space.”
M&C Saatchi Fabric launched in London and Sydney, with plans to expand into New York, Johannesburg and Berlin over the coming months.