M&C Saatchi has revealed a new strategic proposition, Cultural Power, ahead of a full global rebrand next year, and some local restructuring.
This positions the agency behind culture as the driving force behind how people see, think, and act. M&C Saatchi believes a bold new approach is needed to help brands navigate the complexities of a fragmented media landscape.
“Cultural Power impacts society, shapes governments, changes consumer behaviour, builds brands, transforms businesses, and starts movements,” said Justin Graham, APAC CEO.
“It’s what we’ve created in the past and it's what we will curate in the future to drive meaningful impact for ambitious brands."
In Australia, the new postioning means some redundancies and new hirings. Details haven't been revealed.
Locally M&C Saatchi Group ANUZ has spearhead initiatives to reduce plastic pollution and influencing the outcome of the UN’s Plastic Treaty.
The group has sparked conversations with hard-to-reach young adults about the toxic trend of vaping through the UNCLOUD campaign, harnessed Aussie icons to invite the world to ‘Come and Say G’day’ for Tourism Australia, united fans globally with New Zealand Rugby’s streaming platform and transformed CommBank from a crisis of trust into one of Australia’s most culturally attuned and valuable brands.
Globally M&C Saatchi has a history of generating cultural power for some of the world’s leading companies. The client roster includes Disney, Google, Amazon, The White House, Adidas, Samsung, Virgin Atlantic, Nestlé, Absolut, Bulgari, Porsche, SoundCloud and PepsiCo, alongside local powerhouses such as Woolworths, CommBank and Optus.
Underpinning the Cultural Power proposition is M&C Saatchi Plus, the group’s integrated operating model, built on an ecosystem of specialist agencies and talent spanning brand strategy, data and analytics, advertising and integrated communications, consulting, digital, innovation, design, PR, sports and entertainment, social advocacy, influencer marketing, customer experience, and media.
As the group defines the proposition and structure to better align with this ever-changing environment, it’s making strategic decisions to position itself for growth.
The compny said this has resulted in new hires for key roles and "unfortunately a small number of redundancies - these changes are essential to sharpen our focus on growth areas".
The soft launch of the Cultural Power proposition is a preview of the full-scale rollout planned for 2025, the agency’s 30th anniversary.
The global launch in March will include a revitalised M&C Saatchi visual identity and website, underscoring the group’s commitment to leading in a world where culture shapes success.
“Our global launch will mark a milestone for M&C Saatchi,” said global CEO, Zaid Al-Qassab.
“This is more than a new proposition—it’s a whole new way of working, one that ensures our clients stay ahead by being at the forefront of culture. The more ways we can create cultural power in the world, the more power we can create for your brand.”
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