M&C Saatchi reveals AI tool that measures brands' 'cultural power'

M&C Saatchi has unveiled an AI-powered diagnostic tool that follows the launch of its new brand identity in December.

The Cultural Power Index tool, created by the group's consulting division, M&C Saatchi Consulting, will define brands' cultural impact by analysing data signals from across media, social, and cultural landscapes to measure their “cultural power” in real time.

According to the agency, the tool can help brands understand their cultural relevance compared with competitors, track shifts in cultural perception and pinpoint areas they should focus on to enhance their "cultural power”.

Alongside the new tool, the agency has launched a global rebrand, which includes a new visual identity and strategic focus under the “Cultural Power” banner. 

The new visual identity, created by the group’s brand-led experience design agency, Re, includes new logos for all its agencies, as well as new fonts, a new colour palette, and bespoke "Cultural Power" idents. It also comes alongside a revamped global website created by its digital agency, MCD. 

The agency group has also swapped the ampersand in the agency's name for a plus sign to represent the group’s integrated operating model. 

Zaid Al-Qassab, chief executive of M&C Saatchi Group, said: “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.”

He added: “This is more than just a rebrand – it’s a bold statement of our ambition. Our new visual identity and the 'Cultural Power Index' mark a defining moment in our journey to help brands turn cultural relevance into real business growth.”

Rob Doubal and Laurence “Lolly” Thomson, joint global chief creative officers, said: “Creativity has always been at the heart of what M&C Saatchi does. That’s why we were so excited to join the group.

"But with 'Cultural Power', we’re taking it to the next level. The refreshed brand and the Cultural Power Index give us the tools to help brands participate in culture and shape it. It’s a real game-changer for how creativity can drive brand growth.”