Arun Sudhaman

Working the angles around media, comms and marketing.

The M&C Saatchi franchise

leave a comment »

My analysis of M&C Saatchi’s global ambitions appeared in Campaign last week. Now that they have a new management team in place in the shape of Moray MacLennan and Tom Dery, it will be interesting to see whether they can really turn themselves into a true global force.

One of the things that has surprised me most about the UK advertising scene is the different perceptions of agencies when compared to Asia. M&C Saatchi is a classic example of this. In London it is a swaggering outfit that eats at the top table. In Singapore, meanwhile, people used to call it McSaatchi, which certainly chimes with the ex-agency executive who likened the agency to a ‘franchise operation’. In Thailand, to make matters worse, I came across a client that thought the agency was simply Saatchi & Saatchi’s below-the-line arm.

I have no doubt that M&C Saatchi would like to be as internationally successful as McDonald’s. All jokes aside, they will need to start acting less like a franchise and actually export the culture that has worked so well for them in the UK and Australia. They have some good people, though, despite the presence of the self-styled Brian Clough of advertising in Hong Kong. (I jest, Rob is lovely, really.)

If anything, M&C Saatchi finds itself in a rather unique position. It is smaller than the big networks, and bigger than its micro-network peers like BBH and Wieden. MacLennan’s job, presumably, is to figure out how to use that position to its advantage.

Share

About these ads

Written by Arun Sudhaman

May 20, 2009 at 9:41 am

Posted in advertising, Campaign

Tagged with ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 103 other followers

%d bloggers like this: