Tourism Australia: Women's Word Cup Reactive Campaign

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Tourism Australia congratulates England's win in Women’s World Cup ad.

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Our South Africa agency has appointed well-known industry leader and veteran Masego Motsogi as the new Managing Director of M&amp;C Saatchi Abel Johannesburg. Masego joins from TBWA, with over six years of experience as Managing Director at 99c JHB and Grid Worldwide.Masego joins a team of powerful and dynamic female leaders, becoming the fifth female at MD level across the seven agencies in the Group. This is in addition to the 60% females that make up the collective senior leadership of M&amp;C Saatchi Abel. &nbsp;“'The people with the best people win' has always been the most foundational aspect of our culture. We see the best in the excellence of their craft, but equally we see the best in their values and culture. Masego is the absolute epitome of this and will be a significant and important addition to our powerful leadership team,” said Jacques Burger, Founding Partner, and Group CEO of M&amp;C Saatchi Group South Africa.“I have always admired M&amp;C Saatchi Abel as an agency that produces some of the most remarkable work in our industry. More than that, I have always admired the values its people and leaders have actively demonstrated in making this work come to life. It is one of the greatest privileges of my career to join this team, and lead the Johannesburg agency,” said Masego. &nbsp;“Throughout the process, I walked away from every interaction with a deep sense of comfort that these are the types of people I want to work with. We share the passion for craft of the work, for the unparalleled power of creativity and for the impact we can and should have as industry leaders in unlocking our talented people. It’s just that: a deep passion for creativity, and an unparalleled passion for people. These are my personal passions, I can’t wait to make magic in both these spaces,” she said.“I am so excited to work with Masego as part of the Johannesburg leadership team. She brings with her a passion for the work and the people that speaks directly to how we see the world. I’m equally excited to see how this translates to our clients as we drive deeper thinking, deeper creativity and a passion for excellence,” said Makosha Maja-Rasethaba, Chief Diversity Officer of the M&amp;C Saatchi Group, and Head of Strategy in Johannesburg.Masego officially joins M&amp;C Saatchi Abel on 02 October.Read more company news <a href="https://mcsaatchi.com/change">here</a>.

Masego Motsogi to lead M&C Saatchi Abel Joburg

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Following an industry-wide search, the managing director appointment adds to our deep commitment to the future of female talent.

Gen Z consumers are choosing community-led social platforms to take back control of their conversations.Our study reveals that younger audiences want to be part of communities with shared passions and substance, where the conversation is owned by the people, not by the channel or algorithm.The findings have big implications for brands looking to engage Gen Z and Gen A in these spaces, where paid media rules do not apply and communities must be nurtured over time.We looked at 13-22-year olds’ relationship with, views on and use of Discord, one of the fastest-growing social platforms. Working with Generation Z&amp;A expert Chloe Combi, 500 members of Gen Z were interviewed and asked about themselves and how, when and why they use the platform.With over 150million active monthly users, Discord cannot be ignored. After starting life as a place for gamers, the fast-emerging platform has evolved into a global space for a diverse mix of communities, including students, musicians, scientists and sneakerheads.Top 5 learnings:<ol><li>The social is back in social: Younger audiences are seeking to be part of communities with shared passions and substance</li><li>Gen Z want to own their own experience: Discord servers are driven by community, not platform or algorithm</li><li>Don’t be afraid to let go: Gen Z want to be much more a part of the brands they buy into. Provide opportunities for them to shape your brand and products</li><li>Inspiration and intent: This audience is looking to turn what they love into work they love</li><li>Invest time, not money: Brands should consider the opportunity outside of paid media tactics and nurture communities with conversations they can facilitate</li></ol>“Whether driven by a desire to curate their own conversations, or wanting a deeper sense of connection or belonging, we’re witnessing a revolution in social media, with younger audiences taking back control,” says Alex Michael, Head of Growth at M&amp;C Saatchi TALK. “It’s like the old days of social, where community ruled: Audiences can once-again choose to only engage with what they are interested in and passionate about, without being bombarded with things they aren’t.”“Discord’s communities are a hotbed of opportunity for brands to nurture fanbases and create passionate advocates” adds Shelley Portet, Head of Social at M&amp;C Saatchi TALK, “Without the ability to buy eyeballs in this space, brands need to think about how they earn their place and provide value to the communities they want to facilitate.”Gen Z expert, Chloe Combi, says: “It doesn’t surprise me that Discord is beginning to catch fire in a year when young people are ‘Snapping-back’, railing against the ‘Mums of TikTok’ and wanting their own exclusive online spaces away from parents and elders.&nbsp;“In Discord you have intense communities that are passionate about an extraordinary range of things, so it’s easy for brands to tap into ready-made audiences and also test-drive products, ideas and strategies. The layout and navigation can be jarring, because it’s so different from other social media sites that have become carbon copies of each other, but I found it to be one of the most interesting and eye-opening insights into youth culture. Brands and companies ignore Discord and its possibilities at their peril!”Find out more <a href="https://info.mcsaatchi.com/discord-community-conversation-report">here</a>

Discord: The Community Conversation Revolution

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The beginning of the end for algorithm-led social media?

An app that's designed to connect with young people, and their grown-ups, to better understand the value of money.With their own Kit account and prepaid card, kids can manage their own earnings, saving, and spending through fun, experiential learning. Kids can earn money on ‘chores PayDay’, create savings ‘Stacks’, access their money through an ATM and tap their card to make purchases. In Boss Mode, parents have access to sophisticated controls such as spend limits and card and PIN protection, which can be tailored to each child in the family. “Kit has been an amazing experience to be involved in from concept through branding and helping design the digital product too. It’s been a true partnership between Re and the wonderful team at Kit and X15 who challenged us to push our thinking and vice versa" says&nbsp;Andy Thomas, Executive Creative Director at Re

Re team up with Commonwealth Bank to help launch Kit 

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Africa’s first digital domain Africarare, is a 3D virtual reality immersive hub that houses a&nbsp;metaverse marketplace set in Ubuntuland. Ubuntuland will showcase some of the best of African art, fashion, entertainment, sport, tech and creativity and will provide a platform for artists from across the continent to showcase their work.“The unique afro-themed metaverse establishes local representation in a growing global&nbsp;digital universe and will open our continent up to significant digital and economic growth opportunities for both talent, clients and industry colleagues to come together to solve business and even societal challenges with creativity,“ says Mike Abel, M&amp;C Saatchi Group South Africa founding partner and CEO.“This aligns with our own very clear commitment to pushing the bounds of South African&nbsp;capabilities and creativity in the work we produce across the continent. We love a good problem as a team, and we believe that creativity is the most significant key to solving these. Creating a virtual home for this is a very natural and fluid extension of our ability to do exactly this,” he says.Investing in the first African metaverse allows M&amp;C Saatchi Abel and its partners access to&nbsp;a global network through social technology designed to remove terrestrial borders and open up trade, collaboration and regional or global partnerships. Beyond just business opportunities and social interaction experiences, M&amp;C Saatchi Abel Ubuntuland unlocks an accessible home for economic opportunities, decentralised access to global creativity and best practice, as well as skills and knowledge sharing.Moray MacLennan, CEO comments: “No one knows precisely what the metaverse will look&nbsp;like when our children are no longer children, but anyone with a slither of imagination knows that it will open a new world of opportunities for our clients, and that they will need our industry’s imagination to make the most of it. Get on board. Now."Ubuntuland is created by Mann Made and will be open to public land sales from 2nd or 3rd&nbsp;quarter of 2022 as the team continue to work on the build for their Afro-futuristic world of proudly local creativity. Together with Mann Made, M&amp;C Saatchi Abel and Africarare will create a cultural, social, and commercial destination for African creativity in the metaverse.“For us it’s all about building a thriving engaged community and ecosystem in Ubuntuland&nbsp;as we develop this new metaverse. We are thrilled to be working with one of Africa and the worlds most talented creative agencies as we focus on unlocking Africa’s best talent and connect Africa to the global digital economy,” says Mann Made Media &amp; Africarare CEO, Mic Mann.This planned inclusive world for African creativity will allow creators to be inspired by -&nbsp;and add to - cultural experiences as well contribute to and profit from various commercial opportunities. The virtual hub is also intended to house the largest collection of African contemporary art from the M&amp;C Saatchi collection, host sport and entertainment experiences, establish an open-source platform to share skills and learnings; and will host workshops from agencies across the M&amp;C Saatchi Group.Central to interacting in the metaverse are Non-Fungible Tokens (NFTs). These digital&nbsp;assets or tradable tokens are created from art, music, videos, pop culture references or unique creative creations that can be bought and sold online. The concept of engaging with and trading on creativity and its value and relevance to individuals is one that is deeply rooted in the agency’s 12+ year run working with South African and international brands. The virtual marketplace will provide the perfect platform for any creative to develop and monetise its creative product as an NFT.“We aim to give Africans the access and resources they need to unlock their creative fire&nbsp;power from the home base of Africa’s digital creative destination – M&amp;C Saatchi Abel Ubuntuland. Using our capabilities as industry leaders, we can enable and empower Africa to grow and flourish on a global playing field,” concludes Abel.

M&C Saatchi enters the Metaverse 

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Pirelli: Power is Nothing without Control

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The respective dream teams over at M&amp;C Saatchi Indonesia and M&amp;C Saatchi Performance have been getting their hands on two top awards at the Global Campaign Agency Awards for 2022.Huge congratulations to the teams, thoroughly deserved.&nbsp;

Two awards at Campaign Global awards

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M&C Saatchi Thinks

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Looking for something else?

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