Steve Martin, Global CEO of M&C Saatchi Sport & Entertainment, has more than two decade’s experience advising on - and executing - marketing campaigns for brands, rights-holders and talent from across the sporting landscape. He cut his teeth in the sports industry at adidas, where during the 1990s he rose the ranks in the PR team to eventually reach the position of senior global PR manager before joining M&C Saatchi in 2004.

In part one of this interview, he discusses the best way to approach creativity, what makes a good sports marketing campaign and signing David Beckham to adidas in the mid-1990s.