M+C Saatchi Group has appointed Rhian Mason to the newly-created role of Managing Partner across the agency’s Passions & PR business which includes M+C Sport & Entertainment, Social, PR and Influencer.
The strategic appointment reinforces the Group’s commitment to building more valuable brands for clients that don’t just participate in culture, but shape it. It also marks a pivotal step in expanding the agency’s leadership across passion touch points — spanning sport, entertainment, partnerships, content and experiences — through an earned-first, socially driven lens.
M+C Saatchi Sport & Entertainment (S&E) already manages some of the world’s most famous and best-loved brands globally, including Adidas, Heineken, Coca-Cola, Samsonite and LEGO, creating work that turns passions into participation on the biggest cultural stages. This appointment is critical not only to the growth of S&E in the Australian market, but also to answering the growing need for social, PR, and influencer-first ideas that help brands embed themselves authentically in culture and drive impact across every touchpoint.
Rhian brings a 15-year career developing and executing earned-first ideas for brands across social, influencer, PR, partnerships and cultural experiences.
She joins from Clemenger BBDO, where she established and led an earned attention offering as Head of Cultural Design. Her background also includes roles as Head of Creative Amplifications at Emotive, Head of Social and Content at DDB Group Australia, and Mediabrands Content Strategy Director across EMEA and Head of Native Content in Australia. During her career, Rhian has driven new business wins and standout campaigns for brands such as Asahi, L’Oréal, BMW, TAC, Google, Optus, IKEA, McDonald’s, Unilever, and Volkswagen.
Rhian will report to Robin Clarke, Global CEO of M+C Sport & Entertainment, and support his vision to elevate and expand the offering across our region. Locally, Rhian will report to Managing Director Tanya Vragalis, who has assumed responsibility for overseeing M+C Saatchi’s connected agency model and championing work that lives deeply in culture.
Tanya Vragalis, Managing Director M+C Saatchi ANZ said, “This is a hugely exciting moment for us. Rhian is one of the best in the business, and her arrival is a statement of intent. We are building an agency that doesn’t just respond to culture, but creates it, and Rhian will play a central role in further making that a reality.”
Rhian Mason, Managing Partner Passions & PR said, “Passions are where Australians connect most deeply — through sport, entertainment, and culture. Around the world, M+C Saatchi Sport & Entertainment has built culture-shaping work, and my ambition is to create that same impact here in Australia. We’ll be
partnering with brands that want to lead through passion — moving beyond campaigns to deliver ideas that are social by design, earned-first, and built to shape culture.”
Rhian has commenced her national role, based in the Sydney office.
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