M+C Saatchi Group has launched its new strategic proposition, 'Cultural Power, alongside a rebranded identity and the Cultural Power Index—an AI-driven tool designed to help brands harness cultural relevance for growth.
The refreshed brand identity includes a new global website and a redesigned visual system, replacing the traditional ampersand with a “+” to symbolize collaboration and integration.
As brands face tighter budgets, fragmented media, and evolving consumer behavior, cultural relevance has become a key growth driver. It is noteworthy to mention that the world’s top 100 brands lost $400B in value over two years due to macroeconomic shifts (Kantar BrandZ). Also by 2025, consumer time spent on new media will more than double traditional media (Statista).
The most striking proof of a brand landscape in flux is that over 1 billion ad-blockers have been installed globally, making audience engagement more challenging (Statista).
However, brands that leverage culture outperform their competitors.As a matter of fact, brands with strong cultural relevance grow 6x faster than those with low cultural engagement according to a Kantar study. Also, brands perceived as “changing culture” are trusted 38% more than those seen as merely “functional”, as per Edelman Trust Barometer.
“Cultural Power has the ability to influence society in many ways, from shaping governments and government policy, to changing consumer behaviour, building brands and transforming organisations,” said Scott Feasey, CEO, M+C Saatchi Middle East.
“We’ve been doing this for years, cultivating it and perfecting its mastery. Cultural Power is the one thing that all of our clients’ need in order to have the impact they desire in today’s world. Culture Power is at the core of M+C Saatchi’s offering, and for brands, companies, and governments, strengthening this power is more crucial than ever before.”
Developed by M+C Saatchi’s Consulting division, the Cultural Power Index analyzes billions of data signals across media, social, and cultural landscapes to measure and enhance a brand’s cultural impact.
It helps brands benchmark cultural relevance against competitors, identify key areas to strengthen Cultural Power, and track shifts in perception to stay ahead of trends.
Chief Creative Officer, M+C Saatchi Middle East, Ryan Reed, said: “Building your Cultural Power is key to any brand or business looking to create influence and meaningful change. It is the true driver that shapes behaviours and delivers the commercial results clients need.
“Culture is where the heart beats strongest! Creativity and Communities will both take centre stage in defining the success of brands and their campaigns. Culture Power harnesses the forces of culture, the rhythm of life, to create campaigns with raw, authentic impact, that moves people. It’s an exciting time, and we’re eager to shape the incredible stories that will unfold this year.”
M+C Saatchi Group has long been at the forefront of cultural influence, working with major brands on campaigns such as Pizza Hut’s Offline Hour, Mobily’s The Incomplete Anthem, and LEGO’s collaboration with Pharrell. The agency has also shaped global campaigns for Dubai, Abu Dhabi, Atlantis, and the NHS.
“This is more than a rebrand—it’s a statement of ambition,” said Zaid Al-Qassab, CEO, M+C Saatchi Group. “With the Cultural Power Index, we’re providing brands with a roadmap to harness and scale their cultural relevance.”
Reed added: “Cultural Power is the key to influence, impact, and commercial success. It’s an exciting time to create campaigns that truly move people.”
Headquartered in London, M&C Saatchi’s operations span 23 countries with major hub in the UK, US, Europe, APAC, Middle East and Africa.
