The world’s largest independent creative network has unveiled a new strategic proposition with a rebrand set for March 2025.
M&C Saatchi Group has announced its “transformative” new strategic proposition, Cultural Power. The advertising group said that culture is the driving force behind how people see, think and act, and brands and organisations who get this, win.
M&C Saatchi’s new proposition sees the group galvanising around the principle of creating and curating cultural power for its clients. This new strategic proposition sets the stage for a full global rebrand in March 2025, signalling the group’s evolution into a new era.
The group said the business of marketing is experiencing seismic change in which the once-centralised power of traditional media institutions is eroding, as audiences gravitate toward creators, makers and the vibrant communities they inspire. In the face of the cultural shift, legacy marketing models, built for a bygone era, are faltering in the face of this disruption.
M&C Saatchi Group believes a bold new approach is needed to help brands navigate the complexities of this fragmented media landscape and 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,” M&C Saatchi Group APAC CEO Justin Graham said.
“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.”
Underpinning the new 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.
To complement its creative expertise, M&C Saatchi has developed a suite of cutting edge proprietary cultural and customer data tools. These include:
- Cultural Forces, which maps societal trends and shifts that brands can harness.
- The Cultural Power Index, which tracks the brands and organisations that possess the greatest cultural power.
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.
“Our global launch will mark a milestone for M&C Saatchi,” global CEO Zaid Al-Qassab said. “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.”
Locally M&C Saatchi Group ANUZ has shown its commitment to the Cultural Power mantra proposition by spearheading initiatives to reduce plastic pollution and influencing the outcome of the UN’s Plastic Treaty.
The group has sparked meaningful 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.
M&C Saatchi’s global 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.
