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M&C Saatchi Mobile is dropping its mobile-focused name for M&C Saatchi Performance, in order to better reflect the fact that people are now device agnostic.

The repositioning aims to particularly reflect the modern world's ‘hyperconnectivity’ as connected devices and 5G push the level of data and complexity in marketing.

James Hilton remains global chief executive of the business, while the Asia business will also still be run by Asia Pacific managing director Chris Steedman.

Hilton said the move reflects that the agency had already been focusing on business outcomes and performance. “M&C Saatchi Performance is a logical move for the business and more accurately reflects what we’ve been doing for the last 12 years. Hyperconnectivity 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. We are excited to build on our mobile legacy and provide best-in-class performance marketing services to deliver business growth for our clients,” he said.

Steedman added that the move was more of an “evolution than a revolution” and that the agency had already been buying more across connected TV and OOH and, from a resourcing point of view, the agency had already been beefing up around areas such as data and strategy.

The agency opened in India in 2016 and its Delhi office is now acts as its data hub.

“Asia is the mobile-first region, it’s worked well for us over the past five years but nothing will change drastically overnight, our clients won't be surprised by this,” he told The Drum.

M&C Saatchi Mobile launched in 2006. Since then it has grown to count 12 offices in the US, Europe, India, Southeast Asia and Australia.