M&C Saatchi

M&C Saatchi is an international communications and advertising group headquartered in London. It was established in May 1995 by Maurice and Charles Saatchi, Jeremy Sinclair, Bill Muirhead and David Kershaw after a breakaway from Saatchi & Saatchi. The new agency attracted a number of former Saatchi & Saatchi London managers and creatives, giving it an experienced starting team and an immediate connection to one of advertising's best-known creative traditions. The business initially operated as an advertising agency but developed into a broader communications network. Its capabilities have included brand strategy, creative advertising, media and performance marketing, public relations, sport and entertainment sponsorship, consultancy, digital communications, talent management and specialist sector services. The group has worked with commercial companies, public institutions, tourism organisations, sports properties and political clients. Individual businesses within the network have included M&C Saatchi Performance, M&C Saatchi Sport & Entertainment, M&C Saatchi PR, Clear M&C Saatchi, M&C Saatchi Abel, M&C Saatchi Australia and SS+K, among others. Early accounts of the agency's expansion identify clients such as Gallaher Group, Mirror Newspapers and Dixons, followed by British Airways and Qantas after a competitive pitch. The Conservative Party also became a prominent client; the agency created the widely remembered 1997 election advertising line “New Labour, New Danger.” By early 1996, the network had offices in London, Singapore, Hong Kong, Sydney, New York and Auckland. The group later described itself as operating across 24 countries, with major regional centres including London, New York, Milan, Cape Town, Sydney and Singapore. M&C Saatchi presents itself as one of the world's largest independent communications networks. Its work has received recognition from Cannes Lions, D&AD, Effies, the IPA, the One Show, the UK Sponsorship Awards, SABRE and other industry programmes. Campaigns associated with the wider group have covered public-health communication, tourism, sport, sustainability, financial services, retail, food and beverage, and social-purpose initiatives. Examples include public-health work for the UK's Change4Life and Be Clear on Cancer programmes, Optus's Clever Buoy, Nando's rightmyname and Afrotising work, Promote Iceland's “Looks Like You Need to Let It Out,” Heineken sponsorship campaigns and Business Iceland's “Icelandverse” and “Outhorse Your Email” projects. The group experienced a major governance and financial reporting crisis in 2019, when accounting issues from earlier periods were identified. These included recognising revenue before certain work had been completed and capitalising costs that should have been expensed. The company first disclosed an expected charge of £6.4 million and later increased the total to £11.6 million. KPMG resigned as auditor, PwC was appointed to review the findings, and the Financial Conduct Authority reportedly sought information concerning the company's disclosure of the problems. The episode contributed to pressure on the company, its directors and its market valuation. In January 2021, the founders stepped down and Moray MacLennan became chief executive. The group introduced a revised strategy and operating model under the statement “We Navigate, Create and Lead Meaningful Change.” On 13 May 2024, former Channel 4 chief marketing officer Zaid Al-Qassab joined as global chief executive. The supplied reference material also records a planned leadership transition in 2026, with Al-Qassab stepping down and Dame Heather Rabbatts serving as interim executive chair, as well as proposed terms for a management buyout of the Australasian business. Those later developments should be verified against current company filings before being treated as settled corporate history.

M&C Saatchi Group was formed in London in May 1995 following the departure of Maurice and Charles Saatchi, Jeremy Sinclair, Bill Muirhead and David Kershaw from Saatchi & Saatchi. Several London executives and creative employees joined the new venture. Its early growth was driven by a mixture of inherited relationships, competitive new-business wins and politically prominent work. The agency secured clients including Gallaher Group, Mirror Newspapers and Dixons, then won British Airways and Qantas after a pitch. It also worked for the Conservative Party, producing the “New Labour, New Danger” advertising campaign for the 1997 general election. The company expanded rapidly outside the United Kingdom. By early 1996, it had offices in London, Singapore, Hong Kong, Sydney, New York and Auckland. Over subsequent decades, the organisation broadened from a conventional creative advertising agency into a group of specialist communications businesses. Its activities came to include media buying and performance marketing, public relations, digital communications, sponsorship, sports and entertainment, consultancy, tourism marketing and talent management. The network developed a model in which local agencies operated within an international group while retaining specialist market and sector expertise. M&C Saatchi's public profile has been shaped both by creative work and by awards received by its agencies and campaigns. Recognised work has included Optus's “Clever Buoy,” public-health campaigns such as “Be Clear on Cancer” and Change4Life, Nando's “rightmyname” and “Afrotising,” Promote Iceland's “Looks Like You Need to Let It Out,” Heineken sports sponsorship work, Business Iceland's “Icelandverse” and “Outhorse Your Email,” and social-purpose projects such as The Street Store. The group's specialist units have also received agency awards in performance marketing, sport and entertainment, public relations, consultancy and creative advertising. A serious corporate setback emerged in 2019, when management identified accounting errors affecting previous financial years. The issues included recognising revenue for projects that were not fully complete and capitalising expenses that should have been charged immediately. The company initially announced a £6.4 million charge and later reported that the total would be £11.6 million. KPMG resigned as auditor, PwC was engaged as an independent adviser, and the Financial Conduct Authority reportedly requested information concerning the disclosure of the problems. The matter caused reputational and market pressure and led to renewed scrutiny of the group's governance and reporting. In January 2021, the founders stepped down and Moray MacLennan became chief executive. The company used a virtual capital markets event to outline a revised strategy and operating model, expressed through the phrase “We Navigate, Create and Lead Meaningful Change.” Zaid Al-Qassab joined as global chief executive on 13 May 2024. The supplied reference material additionally describes a 2026 interim leadership arrangement involving Dame Heather Rabbatts and a proposed management buyout of the Australasian business; these developments require confirmation from company announcements or filings before they are incorporated as definitive current facts.

1. 2024Zaid Al-Qassab becomes global chief executive

   The former Channel 4 chief marketing officer joins M&C Saatchi as global CEO.

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2. 2021Leadership and strategy reset

   The founders step down, Moray MacLennan becomes chief executive and the group announces a new strategic and operating model.

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3. 2019Accounting problems disclosed

   The company identifies prior-period accounting errors and ultimately reports £11.6 million in related charges.

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4. 1997“New Labour, New Danger” campaign

   M&C Saatchi creates the Conservative Party campaign line that becomes one of the agency's most discussed political advertisements.

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5. 1996Early international network takes shape

   The agency has offices in London, Singapore, Hong Kong, Sydney, New York and Auckland.

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6. 1995M&C Saatchi is founded

   Maurice and Charles Saatchi, Jeremy Sinclair, Bill Muirhead and David Kershaw establish the agency after separating from Saatchi & Saatchi.

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Independent, creatively led, internationally distributed communications network combining advertising with specialist marketing, media, public relations, sponsorship and consultancy capabilities.

• Integrated advertisingAdvertising1995

  The group's core creative advertising offer combines brand strategy, campaign concept development, production and channel activation. Work may span television, film, print, outdoor, digital, social and experiential media, generally delivered through market-specific agencies within the wider network.

• M&C Saatchi PerformancePerformance marketing

  A specialist performance and digital marketing business focused on measurable customer acquisition, media optimisation, mobile marketing and data-led campaign management. It has operated internationally and has received industry recognition for performance media work.

• M&C Saatchi Sport & EntertainmentSport and entertainment marketing

  A sponsorship and entertainment consultancy that develops partnerships between brands, sports organisations, events, talent and audiences. Its work has included campaigns connected with Heineken, Formula 1, Barclays and O2, and the unit has received repeated agency awards.

• M&C Saatchi PRPublic relations

  The public-relations arm provides reputation, media, public affairs and integrated communications services. Its recognised work has included global integration and destination-marketing programmes.

• Clear M&C SaatchiConsultancy

  A consultancy-oriented business serving organisations with strategic, brand, customer and communications advice. It has been associated with recognition in consultancy rankings and awards.

• M&C Saatchi Sport and specialist agenciesSpecialist communications

  The wider group has also included specialist operations in areas such as talent management, tourism, creative technology, social and cultural communications, and regional integrated advertising. The exact composition of the network can change through acquisitions, disposals and restructuring.

• 2023Icelandverse

  United States · International tourism markets

  A Business Iceland campaign that used satire and contrasting technological imagery to promote Iceland's real-world landscapes and travel experience.

  Outcome. Received US Effies and other creative-industry recognition.

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• 2023Outhorse Your Email

  International tourism markets

  A Business Iceland activation encouraging audiences to step away from work and connect with Icelandic outdoor experiences.

  Outcome. Won a Gold One Show award and an ANDY award for craft and idea.

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• 2022Cheers to All Fans

  International

  A Heineken sponsorship campaign built around inclusive sports fandom and the brand's relationship with football audiences.

  Outcome. Won multiple UK Sponsorship Awards, including sponsorship and women's sport-related categories.

  Source
• 2021Looks Like You Need to Let It Out

  Iceland · International tourism markets

  A Promote Iceland tourism campaign that used humour and emotional release to position Iceland as a destination for people needing a break from everyday pressure.

  Outcome. Won Effies recognition and a PR Week award for global integration.

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• 2020The Street Store

  International

  A social-purpose initiative created for Haven Shelter that presented donated clothing in a shop-like setting for people experiencing homelessness.

  Outcome. Recognised by Fast Company as a World Changing Idea.

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• 2019rightmyname

  South Africa

  A Nando's campaign addressing the spelling and pronunciation of African names and the cultural assumptions embedded in everyday systems.

  Outcome. Won a D&AD Graphite Pencil and contributed to recognition for M&C Saatchi Abel.

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• 2015Clever Buoy

  Australia

  An Optus-linked concept using technology and creative communication to address shark detection and beach safety.

  Outcome. Received a Cannes Lions Titanium Lion and a D&AD Wood Pencil.

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• 1997New Labour, New Danger

  United Kingdom

  A Conservative Party election advertising campaign that contrasted Labour's political programme with a warning-oriented “new danger” message.

  Outcome. Became one of the agency's best-known political advertising campaigns.

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• 2024Global leadership transitionOther

  The group sought a new global leader after Moray MacLennan's tenure as chief executive.

  What changed. Zaid Al-Qassab, formerly Channel 4's chief marketing officer, joined as global chief executive on 13 May 2024.

  Aftermath. The longer-term effect of the appointment and any subsequent leadership changes should be assessed from company filings and announcements.

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• 2021Adoption of a revised group strategyStrategy

  Following the accounting controversy and a period of leadership change, the group presented a new strategy and operating model to investors and analysts.

  What changed. Management introduced the strategic statement “We Navigate, Create and Lead Meaningful Change” and repositioned the organisation around a broader integrated communications model.

  Aftermath. The company reported positive results after the strategy announcement, and the supplied reference material says its share price rose from approximately 90 pence to 150 pence in early March 2021.

  Share price. Approximately 90 pence → Approximately 150 pence (Early March 2021)

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• 2019Accounting errors and reporting controversyControversy

  M&C Saatchi disclosed accounting errors involving early revenue recognition and the capitalisation of expenses. The company revised the associated charge from £6.4 million to £11.6 million, while KPMG resigned as auditor and PwC reviewed the findings. The Financial Conduct Authority reportedly requested information about the company's disclosure of the matter.

  Source

• 2024Zaid Al-Qassab joins as global chief executive

  Zaid Al-Qassab, previously chief marketing officer of Channel 4, joined M&C Saatchi as global chief executive.

  Leadership change
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• 2021Founders step down as Moray MacLennan becomes chief executive

  The founding leaders left their executive roles and Moray MacLennan took over as chief executive during a strategic reset.

  Leadership change
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• 2021M&C Saatchi launches a new strategy and operating model

  At a virtual capital markets event, the group presented a new operating approach built around navigating, creating and leading meaningful change.

  Other
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1. M&C Saatchi Group
2. M&C Saatchi plc official website