M+C Saatchi Middle East, formerly M&C Saatchi, has introduced a new brand identity and strategic positioning as part of a global shift by the M+C Saatchi Group. The agency has rebranded around the concept of ‘Cultural Power’, a framework designed to help brands harness cultural forces to drive demand and brand growth. The move is accompanied by the launch of the Cultural Power Index, an AI-powered diagnostic tool aimed at measuring and enhancing a brand’s cultural impact.
The rebrand marks a significant shift for the agency, aiming to keep up with the changing brand landscape of tighter budgets, fragmented media and increasingly splintered audiences. According to Kantar research cited by the agency, brands with strong cultural relevance grow six times faster than those with low cultural engagement, making ‘Cultural Power’ a key differentiator in a fragmented market.
Scott Feasey, CEO of M+C Saatchi Middle East, emphasised the agency’s long-standing role in shaping culture. “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. 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.
The Cultural Power Index, developed by M+C Saatchi’s Consulting division, analyses data signals across media, social, and cultural landscapes to provide real-time insights into a brand’s cultural relevance. The tool enables brands to assess their position relative to competitors, identify opportunities for growth, and track shifts in cultural perception.
Zaid Al-Qassab, CEO of M+C Saatchi Group, described the shift as more than just a rebrand. “We believe Cultural Power is the most significant driver of brand growth today. 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.”
Alongside the repositioning, M+C Saatchi Group has introduced a new visual identity. Created by the group’s brand-led experience design agency Re, the new visual identity trades its traditional ampersand for a plus symbol, representing cultural collaboration and integration across disciplines. The rebrand extends to new logos, fonts, a refreshed colour palette, and an updated website developed by the group’s digital agency, MCD.
Ryan Reed, Chief Creative Officer of M+C Saatchi Middle East, underscored the role of culture in shaping brand influence. “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.”
With this repositioning, M+C Saatchi Middle East is aligning itself with the group’s broader ambition of turning cultural relevance into business growth.
