M+C Saatchi Group Unveils Cultural Power Index And New Brand Identity

Following the successful launch of Cultural Power in December to the UK and Australia markets, the newly branded M+C Saatchi Group is now taking its strategic proposition global with the official unveiling of the Cultural Power Index - an AI-powered diagnostic tool that helps brands drive growth by harnessing the power of culture.

This milestone also marks a significant evolution for the group, as it introduces a refreshed brand identity and fully integrated new website, reflecting the agency’s breadth of capabilities across its six regions.

The case for Cultural Power

The modern brand landscape is undergoing seismic shifts:

• $400B was lost from the world’s top 100 brands over the last two years (Kantar BrandZ).
• By 2025, consumer time spent on new media will more than double traditional media (Statista).
• Over 1 billion ad-blockers have been installed globally, making it harder than ever for brands to reach audiences (Statista).
But brands that understand and harness cultural forces are outperforming their competition:
• Brands with strong cultural relevance grow 6x faster than those with low cultural engagement (Kantar).
• Brands perceived as “changing culture” are trusted 38% more than those seen as merely “functional” (Edelman Trust Barometer).

What is Cultural Power?

Cultural Power is the advantage M+C Saatchi Group creates for its clients, helping them harness cultural forces to fuel desire, drive demand and deliver brand growth.
Introducing the Cultural Power Index: a new way to define a brand’s cultural impact.
At the heart of the launch is the Cultural Power Index, a proprietary AI-powered, diagnostic tool that helps brands drive growth by harnessing the power of culture.

Created by the group’s Consulting division, the Cultural Power Index analyses billions of data signals from across media, social, and cultural landscapes to measure a brand’s Cultural Power in real-time.

The Cultural Power Index’s unique and proprietary methodology enables the group to identify where there are opportunities to build Cultural Power for its clients, allowing them to:

• Understand clients’ current cultural relevance compared to competitors.

• Pinpoint specific levers they should pull to enhance their Cultural Power and drive growth.
• Track shifts in cultural perception to stay ahead of trends.
Cultural Power in action: Transforming global brands
M+C Saatchi Group has historically always been at the forefront of culture, working with some of the world’s most influential brands.
Recently they have worked with
• adidas – Strengthening its position at the core of streetwear and youth culture.
• Archewell Foundation – Supporting the foundation’s efforts to enhance child online safety and advocate for responsible social media practices.
• LEGO x Pharrell – Bridging pop culture and play for an era-defining collaboration.
• NHS – Creating powerful public engagement campaigns that drive real-world impact.
• Heineken x Champions League – Embedding the brand in football fan communities across Europe.

M+C Saatchi Group’s new identity: A bold step forward

The refreshed M+C Saatchi brand identity includes replacing its traditional ampersand with a +, symbolising the power of cultural collaboration and the advantage for clients of a bespoke integrated team, focused on creative solutions for growth.
The visual refresh, created by the group’s brand-led experience design agency Re, includes new logos for all its agencies, as well as new fonts, colour palette, and bespoke Cultural Power idents, in addition to a new global website, created by its digital agency MCD.

M+C Saatchi Group: Leading the future of brand growth through culture

“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,” said Zaid Al-Qassab, CEO M+C Saatchi Group.

“This is more than just a rebrand - it’s a bold statement of our ambition,” he continued. “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.”

Joint global chief creative officers, Rob Doubal and Laurence (Lolly) Thomson added, “Creativity has always been at the heart of what M+C Saatchi does. It’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 not just participate in culture but shape it. It’s a real game-changer for how creativity can drive brand growth.”