LONDON — M&C Saatchi Sport & Entertainment has launched a brand experience agency, M&C Saatchi Live, in response to client demand for bigger live brand experience projects.

The new offering will be led by events director Kate Miller (pictured, middle), who has been with the agency for seven years, and senior experiential director Hannah Courtney (second right). In their new roles, they will report into the UK executive team: CEO Jamie Wynne-Morgan (right) and joint MDs Jodie Fullagar (second left) and Richard Barker (left).

Wynne-Morgan said: “The live experience element will always be a core part of our promise to connect brands to their audiences though the things they are most passionate about. The decision to take this expertise and launch a dedicated external offer is in direct response to the trend of ‘live’ featuring ever more prominently in brand marketing briefs and budgets.”

M&C Saatchi Sport & Entertainment has offered brand experience expertise to clients as an element of sponsorship activations since it was relaunched in 2004, for clients including Coca Cola, Reebok, NatWest, Jameson, Ballantine’s and Samsung.