M+C Saatchi North America Puts the Consumer at the Pinnacle of Cultural Power

For over 30 years, M+C Saatchi operated under the mantra ‘Brutal Simplicity of Thought’. And while it hasn’t left that principle behind, the world’s largest independent creative network has now focused its new global strategic positioning on ‘Cultural Power’.

Officially launching the rebrand in March 2025, LBB spoke at the time with M+C’s global chief executive officer, Zaid Al-Qassab, who clarified that ‘Cultural Power' is the ‘what’ they do for clients, whereas ‘Brutal Simplicity of Thought’ is the ‘how’.

Zaid defined ‘Cultural Power’ as a growth engine for the network and its clients, ‘positioning brands in a modern, digital, multi-channel world by identifying major cultural themes, societal shifts, and behavioural changes that drive business growth’.

And speaking with LBB earlier this month, global chief creative officers, Rob Doubal and Laurence ‘Lolly’ Thomson, described ‘Cultural Power’ as “work that really resonates – that changes behaviour or inspires or excites”, saying that if a brand creates work consistently with ‘Cultural Power’, then that power transfers to the brand.

Following the global rollout of the positioning, M+C Saatchi’s regional leaders are now bringing ‘Cultural Power’ to life with local flavour. This includes Nadja Bellan-White, CEO for M+C Saatchi North America, who tells LBB’s Ben Conway that she has been keen to ensure the positioning provides a business advantage for clients.

“It's about moving your business forward,” she says. “How we do it is through ‘Brutal Simplicity of Thought’, [via] our growth engineering, our data-driven approach, our Cultural Power Index and other tools. M+C Saatchi has been doing this for years – decades, even – around the world. Why wouldn't we actually harness it and help redefine it? Taking control of cultural power with you as a brand, and helping mould it into what you need to harness your business. That's the true power of what we do.”

That ‘Brutal Simplicity of Thought’, she adds, “was used when everyone was working in silos. Now imagine the strength of ‘Brutal Simplicity of Thought’ when we're all connected and working together around a common operating system – ‘Cultural Power’. That's even better.”

Discussing the ‘power’ part of the new positioning, Nadja says that the consumer is at the pinnacle of it all. “The consumer decides what power culture has, or does not have; who gets the power and who doesn't. By no means do I think we have it. We simply help brands wield it.”

Conscious that culture constantly shifts and evolves, she believes the most important way for brands to attain and retain ‘Cultural Power’ is to keep their ears to the ground. “Don't be arrogant! Listen to the very consumers you target. Look at the geopolitical forces around them and what's helping them decide whether to buy this or that, or not buy at all.

“And remember,” she adds, “there's also power in not doing anything – and certain brands are feeling that wrath today.”

Nadja elaborates that she’s observed some North American brands struggle recently with negative impacts to their cultural power effectiveness, after underestimating consumers’ “powerful” voices. “Arrogant brands will think that they can ride it out, but most brands know how to harness it,” she says. “We help brands figure out how to harness their cultural power, utilise it and navigate it. That's what's different about M+C Saatchi.”

The current social climate in the US makes it an even more interesting, and perhaps challenging, time for Nadja to be implementing M+C Saatchi’s new positioning – a context in which clients can ‘go pear-shaped every time the White House does something’.

“I've had a client who's had to stop work for six weeks because of policies coming out of the White House,” she explains. “I can't do anything about it, but I can help them navigate that. ‘Cultural Power’ without knowledge of the geopolitical landscape would be foolish. You can’t ignore the political shifts that are happening around the world and its impact on ‘Cultural Power’.

“Every time we sit down with clients, they're absolutely petrified… Every time we look at the TV, we don't know what's going to happen next. Our job on the agency side is to help clients navigate that.”

Addressing these sources of fear for US brands, including “anti-DEI backlash”, her advice is simple: “Don't be extremist. Stay true to who you are and your values. We've always said that to our clients… Don't flip flop on your policy – stay the course.

“First of all, if you’re actually always hiring inclusively and creating an inclusive environment, and if you truly judge people based on their merit, then you don't need a policy because you're walking the walk. The challenge is, not every brand can say that they do. Some can.”

One such company is M+C Saatchi North America itself, where Nadja has made a conscious decision to be inclusive “no matter what” – and it’s something that comes naturally. “I don't need a policy to tell me what I need to do,” she says. “I'm just going to hire the best mix of individuals and skill sets with diversity of thought, because that's what I need to deliver the best work for my brands… Give me all the neurodivergent and diverse people from all walks of life. I want that discussion around my table. That's not creating divisiveness. That's just good work, good practice.”

Nadja describes the M+C Saatchi North America team as “a teaching hospital” – bringing new talent along to learn. “I have an open-door policy,” she says. “Literally, I don't have a door because I don't have an office. Anyone can come and see me anytime. I have a suggestion box at the front. It’s an agency where people can thrive and make mistakes and not be fired for them – but it's always about driving excellence and success. I haven't sacrificed those at all. I just decided to create an environment where people want to be part of it.”

And this environment is providing a diverse and “truly borderless” approach to ‘Cultural Power’ in North America, shown by Nadja prioritising purpose-built, cross-disciplinary teams that bring the network closer together. “If business problems aren’t a monolith, why would I have the same team on everything?” she says. “When we walk in front of a client, we don't like to use divisions. We're simply the M+C Saatchi North America team.”

It seems like a simple science. Combining this purpose-built mix of “battle-tested” talent and external partners, with the group’s data-driven methodology and diverse perspectives. And all that making for business-moving results, driven by ‘Cultural Power’.