GLOBAL – M+C Saatchi Group has appointed industry leader Rhian Mason as Managing Partner across its Passions & PR division, which encompasses M+C Sport & Entertainment, Social, PR, and Influencer. The appointment underscores the Group’s ambition to create brands that not only participate in culture but also shape it.
The move marks a significant step in strengthening the agency’s presence across passion-led touchpoints such as sport, entertainment, partnerships, content, and experiences – all through an earned-first, socially driven lens. Globally, M+C Saatchi Sport & Entertainment already manages some of the world’s most iconic brands, including Adidas, Heineken, Coca-Cola, Samsonite, and LEGO, turning passions into participation on major cultural stages. Locally, Mason’s role will be pivotal in answering the growing demand for social, PR, and influencer-first ideas that embed brands authentically into culture.
With over 15 years of experience, Mason has built a career in developing earned-first ideas across social, influencer, PR, partnerships, and cultural experiences. She joins from Clemenger BBDO, where she led the agency’s earned attention practice as Head of Cultural Design. Her track record includes senior roles at Emotive, DDB Group Australia, and Mediabrands, with work spanning global markets across EMEA and Australia. Mason has delivered award-winning campaigns and new business growth for brands including Asahi, L’Oréal, BMW, Google, Optus, IKEA, McDonald’s, Unilever, and Volkswagen.
Mason will report to Robin Clarke, Global CEO of M+C Sport & Entertainment, to support the vision of elevating and expanding the agency’s offering across APAC. Locally, she will report to Tanya Vragalis, Managing Director of M+C Saatchi ANZ, who oversees the Group’s integrated agency model.
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.”
