There is a definite recruiting of the troops around creativity. Some to make AI useful. Others to help creative ideas reach audiences in new ways. And some to tap into the highly effective (and currently trending) playing field for advertising, culture.
M+C Saatchi has welcomed Jack Playfair to the newly created role of head of partnerships. This role boosts the agency’s Sport & Entertainment offering, accelerating its push toward culturally-led brand solutions.
Playfair is a commercially driven partnerships leader with deep experience across brand, sport, and entertainment. Most recently, he spent three years with Bastion, where he led integrated partnerships and brand collaborations. In that role, Playfair worked with major clients including Gatorade, TAB, Kia, SIXT, Crown and V Energy. Prior to that, he held various commercial roles at Supercars, TLA Worldwide, and Rugby Australia. He has worked on brand partnerships across some of the world’s biggest sporting platforms, including the AFL, NRL, UFC, cricket and Formula 1.
In his new position at M+C Saatchi, Playfair will lead the development and execution of strategic partnerships across Sport & Entertainment. He will be responsible for identifying and securing high-impact brand collaborations, rights holders, and talent opportunities designed to drive earned attention and commercial outcomes for clients.
“Jack’s appointment marks an exciting new chapter for our Sport & Entertainment offering. Jack has the experience and ability to transform partnerships into genuine growth engines for clients. He’ll be instrumental in strengthening our S&E offering, but also redefining what partnership excellence looks like,” stated Dani Bassil, CEO of M+C Saatchi ANZ. “He brings a rare combination of commercial acumen and instinct, exactly what’s needed as we shift from traditional sponsorship models to participation-led partnerships that create real impact. We’re thrilled to have him on board at such a pivotal moment for the business.”
Playfair will closely with M+C Saatchi’s PR, social, influencer, and content studio teams, playing a central role in connecting brands to the right partnerships that deliver the most return across the full partnership lifecycle, from sponsorship strategy and negotiation through to activation and amplification.
“I’m thrilled to be joining M+C Saatchi Sport & Entertainment at such an exciting time of momentum and ambition. I specialise in identifying and structuring partnerships that deliver measurable commercial outcomes, moving brands beyond visibility to create genuine, high-value connections with the audiences that matter. My career has been built on forging partnerships that drive real business outcomes, and I’m looking forward to bringing that experience to help unlock the next phase of growth here,” Jack Playfair, Head of Partnerships, Sport & Entertainment, M+C Saatchi, commented.
