M&C Saatchi unveils new strategic proposition ahead of rebrand in the new year
M&C Saatchi Group has announced a new strategic proposition – Cultural Power – setting the stage for a full global rebrand in March next year.
The creative network’s new proposition sees the group galvanise around the principle of creating and curating cultural power for its clients, as a reaction to the seismic changes marketing is facing.
The once-centralised power of traditional media institutions is eroding, as audiences gravitate toward creators, marketers, and other vibrant communities. According to M&C Saatchi, these decentralised cultural hubs now hold unprecedented influence – they reshape how people discover, engage with, and advocate for brands.
The agency believes a “bold new approach” is needed to help brands not only navigate the fragmented media landscape, but also thrive in a world where connection and relevance are no longer optional, but essential.
“‘Cultural Power’ impacts society, shapes governments, changes consumer behaviour, builds brands, transforms businesses, and starts movements,” said Justin Graham, APAC CEO at M&C Saatchi Group.
“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.”
Locally, the agency has showcased its commitment to this proposition with a number of initiatives, including reducing plastic pollution per the UN’s Plastic Treaty, reaching traditionally hard-to-reach young adults about the toxicity of vaping, harnessing Aussie icons in Tourism Australia’s ‘Come and Say G’Day’ campaign, and more.
Globally, through working with clients including Disney, Adidas, Samsung, PepsiCo, Porsche, Bulgari, and more, the agency group said it has a proud history of generating cultural power.
Underpinning the new proposition is ‘M&C Saatchi Plus’, the group’s integrated operating model built on an ecosystem of specialist agencies and talent.
To complement its creative expertise, M&C Saatchi has also developed a suite of proprietary cultural and customer data tools including Cultural Forces – which maps societal trends and shifts that brands can harness – and the Cultural Power Index – which tracks the brands and organisations that possess the greatest cultural power.
Together, these tools hope to provide marketers insights to make more impactful, data-driven decisions and where and how to shape culture.
Globally, M&C Saatchi Group continues to define the proposition and structure to better align with the changing environment. This has resulted in a number of new hires for key roles, but also a small number of redundancies.
“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.”
The launch of Cultural Power serves as a preview for 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.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Cultural Power
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M&C Saatchi
M&C Saatchi Group
restructure
Zaid Al-Qassab
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