M&C Saatchi Reveals 2025 Strategic Proposition: Cultural Power

M&C Saatchi Group, the world’s largest independent creative network, has today announced its transformative new strategic proposition, Cultural Power. Culture is the driving force behind how people see, think, and act. Brands and organisations who get this, win, and M&C Saatchi’s new proposition sees the group galvanising around the principle of creating and curating Cultural Power for its clients. This prelude sets the stage for a full global rebrand in March 2025, signalling the group’s evolution into a new era.

The business of marketing is experiencing seismic change. The once-centralised power of traditional media institutions is eroding, as audiences gravitate toward creators, makers, and the vibrant communities they inspire. These decentralised cultural hubs now hold unprecedented influence, reshaping how people discover, engage with, and advocate for brands. 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 positions the group as the leading force in helping brands create a sustainable advantage. We do this through our unique understanding of the forces that impact behaviour and culture, creating bespoke teams in line with our client’s ambitions.

“Cultural Power impacts society, shapes governments, changes consumer behaviour, builds brands, transforms businesses, and starts movements,” said Justin Graham, APAC CEO, 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 M&C Saatchi Group ANUZ has already exemplified its commitment to this 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.

Globally M&C Saatchi has a long and proud history of generating cultural power for some of the world’s leading companies. Our illustrious 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 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 and add rigour to its creative expertise, M&C Saatchi has developed a suite of cutting edge proprietary cultural and customer data tools. These include:

Together, these tools provide evidence-based insights to guide marketers in making impactful, data-driven decisions about where and how to shape culture.

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. 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.”