‘Marketing no longer works the same way’: M+C Saatchi global CEO on power and creative glory
Zaid Al-Qassab took the reins at M+C Saatchi globally last year, coming from the UK’s Channel 4. This week Saatchi, the “world’s biggest independent agency”, is unveiling its new cultural power positioning and rebrand. Mumbrella sat down with Al-Qassab and Saatchi APAC CEO Justin Graham.
Zaid Al-Qassab is pretty clear on what works in adland.
“The only three things that matter in this business: hire brilliant creative people, generate amazing ideas, and build strong client relationships.”
Zaid Al-Qassab and Justin Graham
I hate hearing things from agency bosses that make me go ‘oh no, they just dont get it’ in the first things they say. I want agencies to flourish with clear visions and reasons for being, and this isnt it
“The only three things that matter in this business: hire brilliant creative people, generate amazing ideas, and build strong client relationships.”
That will build you a tiny weeny little creative hot shop.
That has no vision or purpose.
That has no systems or processes that allow you to scale.
That has no point of view on the world.
Its completely limiting to the business. RIP M&C.
From M&C (looked more elegant, easier to say) to M+C (looks worse, harder to say). Marginal shift in meaning – not a reset. Total disconnect between the cultural power “branding” and the master brand.
Pretty messy stuff.
I eagerly look forward to seeing the impact and improvement in M&C’s creative output now that they have ‘Cultural Power’.
Changing that ampersand to a plus symbol will make a huge difference.
Well overdue.