Ep 91 – Inside Hyper-passions – Luke Haynes – M&C Saatchi Sport & Entertainment

Passions drive us. Passions define us. Passions connect us. Yet, passions are changing and with the explosion of digital, the democratisation of media, and a plethora of publishing tools available, expression can come in any form and inspiration can come from anywhere.

Research from M&C Saatchi Intelligence identified that interest areas that were traditionally considered hobbies, including fashion, food, beauty, health, and wellbeing, have exploded into passion areas and have identified this trend as hyper-passions.

It sounds an obvious and simple enough opportunity for brands. However, it also sounds fraught with danger.

How do big brands, with big budgets, weave themselves through the hyper-passions and sub-cultures of the world which have long been guarded by the passionate members themselves? 

These hyper-passions are highly nuanced, a point that should not be lost on brands, agencies and rights holders. How would, and how will, those with hyper-passions, respond to corporate involvement? 

That remains to be seen but what is undeniable is the opportunity in front of brands to connect with their target markets through their hyper-passions. 

While it can be lucrative, all involved are looking to help enable and enhance hyper-passions as opposed to simply hijacking them for corporate outcomes.

It is an intriguing scenario to say the least and joining the show to discuss M&C Saatchi’s work around hyper-passions, is Luke Haynes, Group Account Director at M&C Saatchi Sport & Entertainment – Australia.

Find out more about M&C Saatchi’s dedicated agency, Fabric, here, as well as connect with Luke on LinkedIn.

Also joining the show is Daniel Collier-Hill, KORE’s Commercial Director – APAC, who discusses his latest blog, What Type of Report Will Have the Most Impact on Sponsorship Strategy in 2021.

Enjoy and don’t forget to subscribe on your favorite podcasting platform!

Have an idea or topic you would like us to cover in future episodes? Reach out to us directly at bspod@koresoftware.com. 

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