M&C Saatchi teases new logo and ‘Plus’ brand proposition at Cannes

M&C Saatchi is “teasing” new branding and a new proposition at Cannes Lions ahead of a full rollout later in the year. 

The agency group, which was founded in 1995, will change the ampersand in its name to a plus sign to become M+C Saatchi. 

The revamped name reflects a new brand proposition, called M+C Saatchi Plus, which will also be launched later this year. This is intended to highlight the integrated way in which the agency group wants to offer its services to clients. 

It is also the first significant move by Zaid Al-Qassab, group chief executive, who formally joined in May.

Al-Qassab is announcing the changes in time for the start of Cannes Lions, where he is speaking and bringing a team of more than 20 people.

While the company will show off the new M+C Saatchi logo and discuss the brand positioning at events in Cannes, the agency will change its name formally later in the year.

Al-Qassab said: “The ‘Plus’ is the advantage we bring to clients, with that edge being delivered via a fully integrated approach based on data, insight and technology, underpinned with specialist capabilities.

“Clients can bring us their toughest business problems, and we will partner to solve them in tailored, customer-centric, channel-neutral ways."

He added: “From strategy, through concept, to execution and activation, the plus we provide is a hand-picked team of specialists, carefully selected for the specific business challenge, and integrated to simplify the complexity for clients.

“For our people, too, we are focused on unlocking a more vibrant, simple, powerful and – dare I say – enjoyable way of engaging and orientating around problem solving, enabling them to deliver more robust and compelling solutions for their clients.” 

Al-Qassab was previously chief marketing officer at Channel 4 and oversaw acclaimed, new on-screen idents last year. Of the agency's move to become M+C Saatchi Group, he said: “This isn’t about a logo change – the move from ‘&’ to ‘+’ is about the advantage for clients of a bespoke integrated team, focused on a creative solution for growth.”

He added: “Our positioning and refreshed visual identity signals to our clients that we are continuously evolving to meet their needs, offering them the best possible advantage in a fast-changing industry.” 

Re, a design agency within M&C Saatchi, developed the new look.

Al-Qassab was a client of Re when he worked at Channel 4.

He said: “Our model of regional hubs with world-class capability specialists gives us a depth and breadth which other independents can’t match. And an agility and fearlessness the big holdcos can’t provide.”

M&C Saatchi has faced a series of challenges in the recent past since before the pandemic, when it had accounting irregularities and was then the subject of a failed takeover battle in 2022. Its net revenues declined 2% last year. 

Zillah Byng-Thorne, who joined as non-executive chair a year ago, has shaken up the group, selling or exiting a number of agency businesses in local markets around the world and focusing on stronger hubs.

She was executive chair for about eight months after Moray MacLennan, the previous chief executive, departed in September last year.