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18 March 2013
Advertising group M&C Saatchi today bought a majority stake in talent management agency Merlin Elite, in a sign of how the ad industry is eager to work with sport and entertainment stars on brand partnerships.
M&C plans to develop new revenue streams and build intellectual property with ideas such as television shows — rather than just persuading brands to sign up Merlin Elite’s talent for advertising campaigns. The agency, whose roster of talent includes ex-cricketer Andrew Flintoff and former athletics star Denise Lewis, will be renamed M&C Saatchi Merlin.
M&C is taking a 60% stake for an undisclosed sum. Richard Thompson, who founded the agency in 2003, stays as chairman.