Saatchi & Saatchi's Gum offers youth expertise

The brand entertainment division opens for business with three clients on board.

Gum, Saatchi & Saatchi's global brand entertainment division, launches this week with three founding clients.

T-Mobile, Canon and De LaCour, the luxury watch maker, have hired the agency to promote their brands to the young, urban consumers the outfit is designed to target.

Gum will create content on six platforms: music, gaming, film, events, talent and wireless. It has linked up with 14 specialists covering all these areas of expertise.

It will work on film and gaming with the production company HSI. Gum's music partners include the DJ Jeremy Healy and the producer Amos. The former Radio 1 DJ Lisa I'Anson will work with Gum on talent development and management.

The agency has also tied up with Starcom, giving it access to a global media network.

Solutions for clients could include the launch of the next girl band, a film script, a sponsored radio or TV show, a concert or a nightclub experience.

Gum will be overseen by Lee Daley, Saatchis' chief executive. It will be run at an operational level by the Saatchis director Andrew Wilkie and the producers Andreas Neumann and Amos, who will also take equity in the venture.

The agency also aims to provide clients with research and insight into youth culture. Sahar Shaker, a strategic planner at Saatchis, will head this aspect of the business.

Gum will be run from Saatchis' London office but will operate globally.

It already has a presence in eight markets, including the US, China and Japan, and is planning to open in more areas later in the year.

Wilkie said: "Our strategic model gives clients the chance to have a vested commercial interest in entertainment-based assets, which can drive communication and build consumer relationships.

"The Gum model is unique because it harnesses the expertise of key individuals from all over the world and different creative industries."

Daley said: "Our task is to help clients develop a distinctive place in the minds of consumers. The key is to create unique and engaging brand experiences that give our clients an unfair advantage."