Fancom, a portmanteau of ‘fan’ and ‘community,’ is a term our agency introduced at the beginning of 2024. The object is to shift away from marketing to fans as homogenized groups and into a more nuanced approach that offers a better understanding of connecting to today’s more discerning and nuanced consumer while also offering concentric growth opportunities by inviting more communities in. In November 2024, we released our second Fancom trend report, reflecting on the past summer of sport and culture. Our team of passion specialists penned this across strategy, creative, events, social, influencer, partnerships, and PR disciplines. Said UK CEO Laura Coller on the report: “This second issue of the report is all about Togetherness, a key theme across the summer’s biggest cultural moments. To bring that theme home, we’ve invited our colleagues from M&C Saatchi Sport & Entertainment’s international offices to contribute- London, North America, Berlin, Amsterdam, Sydney and Johannesburg- making it our first global Fancom issue.”
