Passions drive us. Passions define us. Passions connect us. Yet, passions are changing and with the explosion of digital, the democratisation of media, and a plethora of publishing tools available, expression can come in any form and inspiration can come from anywhere.

Research from M&C Saatchi Intelligence identified that interest areas that were traditionally considered hobbies, including fashion, food, beauty, health, and wellbeing, have exploded into passion areas and have identified this trend as hyper-passions.

It sounds an obvious and simple enough opportunity for brands. However, it also sounds fraught with danger.

How do big brands, with big budgets, weave themselves through the hyper-passions and sub-cultures of the world which have long been guarded by the passionate members themselves? 

These hyper-passions are highly nuanced, a point that should not be lost on brands, agencies and rights holders. How would, and how will, those with hyper-passions, respond to corporate involvement? 

That remains to be seen but what is undeniable is the opportunity in front of brands to connect with their target markets through their hyper-passions. 

While it can be lucrative, all involved are looking to help enable and enhance hyper-passions as opposed to simply hijacking them for corporate outcomes.

It is an intriguing scenario to say the least and joining the show to discuss M&C Saatchi's work around hyper-passions, is Luke Haynes, Group Account Director at M&C Saatchi Sport & Entertainment - Australia.

Also joining the show is Daniel Collier-Hill, KORE’s Commercial Director – APAC, who discusses his latest blog, What Type of Report Will Have the Most Impact on Sponsorship Strategy in 2021.

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