Saatchi & Saatchi's Gum offers youth expertise

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."