Rebranded M+C Saatchi Launches 'Cultural Power Index'

Ad agency M+C Saatchi Group is rolling out its 'Cultural Power' offering worldwide and launching an AI-based diagnostic tool called 'Cultural Power Index'. It also has a new brand identity and web site.

The iconic agency, bearing the initials of Saatchi & Saatchi founders Maurice and Charles and set up by the two brothers when they split away from the original firm in 1995, was almost acquired in 2022 after rival bids from two suitors, including British-based marcoms consultancy Next 15, parent of data and insights group Savanta. The brothers left the firm in January 2021.

The new Cultural Power offering was launched in the UK and Australia in December. The 'Index' will be used to assess a brand's cultural impact in real-time, as well as its impact on business performance - and identify opportunities to boost it - using billions of data points from across media, society and culture.

The Group says clients will gain an understanding of their current cultural relevance compared to that of their competitors, track changes and stay ahead of trends, and identify actions to enhance their standing.

The rebrand, described as 'a bold step forward', includes swapping an ampersand for a plus sign in the company name, which apparently symbolises the power of cultural collaboration and the advantage clients derive from its work - there is also a change of font and colour palette. CEO Zaid Al-Qassab states, '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'. He adds: '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'.

The company is online at www.mcsaatchi.com .