M&C Saatchi is now M+C Saatchi, as the global advertising group builds a new identity.
The refreshed brand identity includes replacing its traditional ampersand with a +, symbolising the power of cultural collaboration.
The visual refresh, created by experience design agency Re, includes new logos for all its agencies, as well as changes in fonts, colour palette, and bespoke Cultural Power idents, in addition to a new global website, created by digital agency MCD.
“We believe Cultural Power is the most significant driver of brand growth today,” said Zaid Al-Qassab, CEO M+C Saatchi Group.
At the heart of the launch is the Cultural Power Index, a proprietary AI-powered, diagnostic tool that helps brands drive growth by harnessing the power of culture.
The index, created by the group’s consulting division, analyses billions of data signals from across media, social, and cultural landscapes to measure a brand’s cultural power in real-time.
“With the Cultural Power Index, we’re not just defining what makes a brand culturally relevant - we’re providing a roadmap for them to harness and scale that power,’ said Al-Qassab.
“This is more than just a rebrand - it’s a bold statement of our ambition. Our new visual identity and the Cultural Power Index mark a defining moment in our journey to help brands turn cultural relevance into real business growth.
Justin Graham, CEO APAC, M&C Saatchi Group, said M+C Saatchi has for 30 years shaped brands that are woven into our culture.
“This next chapter ensures we will continue to harness culture as a strategic growth driver, operationalising our positioning through a new organisational model, and bespoke tools to measure our impact,” he said.
“This isn’t just about relevance - it’s about embedding brands into the moments that fuel trust, engagement, and commercial impact.”
Joint global chief creative officers, Rob Doubal and Laurence (Lolly) Thomson, said creativity has always been at the heart of what M+C Saatchi does.
“It’s why we were so excited to join the group,” they said. “But with Cultural Power, we’re taking it to the next level.
“The refreshed brand and the Cultural Power Index give us the tools to help brands not just participate in culture but shape it. It’s a real game-changer for how creativity can drive brand growth.”
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