M+C Saatchi Strengthens Sport and Entertainment Division with Senior Appointment

M+C Saatchi Group has appointed Rhian Mason as managing partner of its ‘passions and PR’ division, which includes influencer and PR, social, and M+C Sport and Entertainment. The move signals the agency’s intent to expand its presence in sport and entertainment marketing, while also strengthening its offer in culturally driven, earned-first campaigns.

Mason, who most recently served as head of cultural design at Clemenger BBDO, brings over 15 years of experience across the Australian and UK markets. Her career has spanned senior roles at Emotive, DDB Group, and Mediabrands, with a client portfolio that includes McDonald’s, IKEA, Google, L’Oréal, and Asahi.

Her new role positions her to oversee the integration of sport, partnerships, and entertainment into M+C Saatchi’s broader communications mix. Reporting locally to M+C Saatchi ANZ Managing Director, Tanya Vragalis, and globally to M+C Sport and Entertainment CEO, Robin Clarke, Mason will also play a role in driving the international network’s growth in Australia.

For the sports sector, the appointment underscores the continued shift of major agencies into passion-led marketing, where sport remains a critical touchpoint. With rights holders and sponsors increasingly seeking to build communities beyond traditional broadcast, agencies like M+C Saatchi are investing in expertise that connects brands to fans through content, partnerships, and social-first storytelling.

Vragalis described Mason’s arrival as a sign of the agency’s intent to create, rather than follow, cultural trends. Mason, in turn, noted that “passions are where Australians connect most deeply — through sport, entertainment, and culture,” pointing to the opportunity for brands to deliver “earned-first, culture-shaping work.”

The appointment comes amid a series of senior hires at M+C Saatchi, including the recruitment of Anita Zanesco as chief marketing officer, Louise Rutherford as client partner, and the promotion of Emma Robbins to Melbourne chief creative officer. Collectively, the changes suggest a strategic recalibration aimed at reinforcing the agency’s standing across culture, sport, and entertainment.

For sports organisations and sponsors, the development reflects growing competition among agencies to secure relevance in passion-led marketing. With sport at the centre of this trend, Mason’s appointment highlights the commercial value of specialist expertise in connecting brands with fans in an increasingly fragmented media environment.’

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