M&C Saatchi Sport and Entertainment names new MD

M&C Saatchi Sport and Entertainment has a new managing director, following Krystyna Frassetto promotion.

Former managing director Jamie Gilbert Smith left the business in late 2020. The announcement regarding Frassetto also included that head of sponsorship Richie Butterworth, who joined the business in January has also departed “to explore new opportunities”. Frasnetto will be looking to recruit a replacement for Butterworth in due course.

The M&C Saatchi division appointed Frassetto as head of communications in March 2020 from We Are Social where she was group account director. She has also spent time at AKQA as digital influence director and Weber Shandwick.


Since her appointment, she has overseen growth of the division amongst existing clients including Commonwealth Bank, Optus and Woolworths, as well as new business wins including My Muscle Chef and Whoop.
“I’m thrilled to be taking this next step with the M&C Saatchi Group,” said Frassetto.

“COVID has changed the role our clients’ businesses play in society and culture, and it’s a privilege to partner with them during this time, to reimagine the future.

“Where we were previously looking for the green shoots of recovery, we are now looking further ahead, setting goals with our clients that will realise their big ambitions. We don’t view it as a challenge to navigate the ‘new normal’, we see it as an exciting opportunity to find new ways to connect with Australians around the things they are passionate about.”

“Having spent the past few years with the Sport & Entertainment team in Sydney, it was clear that the next leadership was going to come from Krystyna.” said Steve Martin, global CEO at M&C Saatchi Sport and Entertainment.

“Her skillset and specialism matched with energy and knowledge of the sector is an asset to the agency going forward. I have great belief that we will see a bounce in the local market as we open out of lockdown and we have staffed up to manage that growth”

“Krystyna’s original thinking, approach to recruiting new talent and fearlessness in taking on new challenges will ensure M&C Sport & Entertainment continues to innovate in both what we do, and how we do it” said Justin Graham, group CEO, M&C Saatchi AUNZ. “I’m excited to see her drive the business forward with her passion for ideas and ability to effectively collaborate and deliver remarkable results.”



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