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
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