Frasers Group Appoints M+C Saatchi Talk Across Consumer PR, Search and AI Visibility

Oct. 01, 2026

Frasers Group, one of the UK’s biggest retail companies, spanning sport, premium, and luxury, has appointed M+C Saatchi Talk as its lead UK agency for consumer PR, SEO and GEO, working across Sports Direct, FRASERS and FLANNELS. The appointment will see M+C Saatchi Talk help Frasers Group’s consumer brands maximise opportunities while bridging the gap between AI-informed search and brand storytelling.

The remit reflects a changing discovery landscape in which consumers increasingly encounter brands through Google, TikTok, AI assistants and recommendations alongside traditional media. M+C Saatchi Talk will work to ensure conversations, headlines and cultural moments not only earn attention, but strengthen the brands’ authority across search, AI and GEO, with the aim of driving greater visibility, relevance and commercial impact.

M+C Saatchi Talk chose to pitch for all three brands because of the opportunity to connect consumer PR, search and AI visibility rather than treating them as separate disciplines. Its experience across sport, fashion and retail, combined with its integrated capabilities, will enable it to bring these areas together under one roof.

The appointment follows the launch earlier this month of The Conversation Converter, M+C Saatchi Talk’s strategic framework for the AI era of earned media. The proposition is built around connecting conversation to commerce, combining culturally relevant storytelling and high-authority earned media with SEO and GEO to build brands’ visibility and authority wherever consumers are discovering them.

Amaya Alvarez, Managing Director, M+C Saatchi Talk, said:

“Frasers Group has an incredible legacy, an entrepreneurial spirit and an extraordinary ability to stay at the centre of the cultural conversation. FRASERS, FLANNELS and Sports Direct are unapologetic, distinctive British brands, each with an incredible story to tell and a huge role to play in the future of British retail. This partnership is also a perfect expression of our Conversation Converter offer. We don’t just believe in getting brands talked about; we connect conversation to commerce, combining culturally resonant storytelling, high-authority earned media, SEO and GEO to build visibility and authority in the places consumers are discovering brands today. It’s an honour to be partnering with these three iconic brands and to play a role in the next chapter of their story.”

 

The appointment continues a period of momentum for M+C Saatchi Talk, following the launch of The Conversation Converter and recent senior appointments including Ogilvy’s Callum Powell as Head of Brand PR and Influence, and former EVH, Salesforce and NBCUniversal exec Pete Harrison as Managing Partner.

Frasers Group’s partnership further strengthens the agency’s position at the intersection of earned media, search and AI-driven discovery, as brands look for more connected approaches to building visibility, authority and commercial impact.