M&C Saatchi Sport & Entertainment has launched a new lifestyle division under the same name as TBWA Sydney's fashion and lifestyle division.
"Imitation is the highest form of flattery," TBWA Australia and New Zealand CEO Paul Bradbury told AdNews.
Last year, TBWA Sydney launched a fashion and lifestyle agency named Fabric servicing clients including Sheridan, General Pants and Helen Kaminski.
M&C Saatchi Fabric has launched today in Sydney with offices to open up in other locations. The division launched to increased demand from brands looking to connect with audiences in the emerging "hyper-passions" category.
In a statement to AdNews, M&C Saatchi says they are aware of the same name but the two agencies offer different propositions.
"M&C Saatchi Fabric is a global offering that launched today in Sydney and London, with NYC, Johannesburg and Berlin to follow," the statement said.
"Our unique proposition draws on our experience as passion marketers, helping brands with the delivery of integrated campaigns across categories including food, beauty, health, and wellbeing.
"We are fully aware that TBWA Sydney has a business of the same name in one market only, that offers a different proposition as a design-led agency specialising in fashion and lifestyle."
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