Saatchis drops ’advertising’ tag

One of the world’s best-known advertising agencies, Saatchi & Saatchi, no longer wants to be famous just for its ad campaigns and is dropping the word ’advertising’ from its title.

One of the world’s best-known advertising agencies, Saatchi &

Saatchi, no longer wants to be famous just for its ad campaigns and is

dropping the word ’advertising’ from its title.

The change is intended to position the agency, founded by Maurice and

Charles Saatchi in 1970 and famous for high-profile campaigns for

British Airways and the Tory Party, as a consultant and supplier of

communications in preparation for its de-merger from the Cordiant


The name change comes as a growing number of ad agencies consider their

role and positioning, and clients look for a full communications package

from their agencies.

Saatchi & Saatchi is testing a number of communication ’models’ and, as

well as launching a children’s marketing division, is increasing

activity in direct marketing, sports sponsorship and Web marketing.

Kevin Roberts, chief executive officer of Saatchi & Saatchi Worldwide,

said the word ’advertising’ was too limiting.

’We have fantastic creative people and great insight into consumers.

We want to be known as an ideas business. I think the conventional

advertising agency has been dead for a few years.

’Our people are not limited to ads. I think the only true marketing

power will be information capital. The winners will be those who can

translate information into knowledge, and that is the business we are

now in,’ Roberts said.

Saatchi & Saatchi is aiming to boost its profit margins to 10% by the

end of the year.


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