MDC Partners' KBS is adding sports to its portfolio of specialist expertise. KBS Sports & Entertainment will focus on sports, music, culture, and retail engagement and experiential initiatives across B2B and B2C platforms.
The division will be housed both within KBS Toronto and KBS New York's offices with a starting staff of 10 employees.
KBS’s Sports & Entertainment group will be led by Jason West in Toronto and Jason Banks in New York; both will report to Steve McCall, KBS Canada’s CEO.
West, formerly EVP of client services, KBS Toronto, has been named managing director, Canada, KBS Sports and Entertainment; Banks, formerly group account director, KBS New York, has been named managing director, USA, KBS Sports and Entertainment.
The unit was launched after the agency found success helping clients, such as Procter & Gamble's SK-II brand, The Keg, and the Prudential Center connect with the sports and entertainment industry.
“Like our global expansion, the launch of this new KBS specialism is in line with the agency’s continued focus on growing and evolving our capabilities to meet the needs of our clients,” said Global CEO Guy Hayward. The new unit will cultivate its own client roster and also work with other KBS divisions to serve existing clients at the agency.