The mobile arm of M&C Saatchi has rebranded to M&C Saatchi Performance, reflecting the shift in consumer behaviour driven by ‘hyperconnectivity’.
M&C Saatchi Performance will deliver marketing services to help brands grow in the hyperconnected age by leveraging its scientific analysis of data, along with behavioural insights and expert understanding of performance marketing.
The new positioning comes as Australia begins to consider the interoperability of connected devices and the impact of 5G that will provide the necessary infrastructure to create a smarter and more connected digital economy.
M&C Saatchi Mobile launched in 2006, prior to the smartphone revolution, where it was at the forefront of the rise in mobile. It currently has 12 offices in Australia, the US, Europe, India and Southeast Asia.
Chris Steedman (pictured above), managing director of M&C Saatchi Performance across the Asia Pacific, said: “The shift in our agency name and positioning is perfectly timed when not just the industry, but also consumers are evolving beyond one screen.
“We look forward to building and aligning our agency capabilities towards this future.”
James Hilton, global CEO of M&C Saatchi Performance, said: the rebrand was a logical move for the business, and more accurately reflects what it has been doing for the last 12 years.
“Hyper-connectivity has impacted how brands connect with audiences in the digital landscape, moving from device-specific to device-agnostic, which has driven the need for us to adapt and evolve,” he said.