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Episode 62 of the Leaders Sport Business Podcast features a conversation with M&C Saatchi CMO Kate Bosomworth (interview begins at 12:50). Bosomworth founder her own PR agency, KTB PR, in 2003 and through a growth based acquisition and merger strategy, sold the agency first to the Writtle Group in 2012 to take over Speed Communications, then for a second time to AIM listed Mission Marketing Group in November 2014, developing a strong reputation for PR and communications strategy work across rights holder organisations and FMCG brands.
A board member at Sport England from 2013 until this year, Bosomworth spearheaded the breakthrough ‘This Girl Can’ campaign, which launched in 2015 and is responsible for inspiring three million women and girls in the UK to take up physical activity.
She joined M&C Saatchi in January 2018, swapping the sports industry for the advertising world.
On the conversational agenda:
– The evolution of the M&C Saatchi culture and why entrepreneurs have been invited into the agency;
– Her brief as CMO: diversifying the client portfolio and confounding assumptions;
– Why the Coca-Cola Premier League campaign was ‘joyous’
– This Girl Can: the real impact of a breakthrough campaign, what it needs to do next and why it needs to keep its edge;
– The f*ck yeah-ometer and how it works;
– The surge of momentum behind women’s sport and the milestones that have marked it;
– The work that still needs to be done in the drive towards parity;
– Advertising industry vs the sports business – the parallels;
– ‘Who is not in the room?’ – the question that any organisation needs to ask itself;
– Why visionary change-makers are required at the top of sports organisations;
– Motivations, role models, and mentors.