EDITORIAL: Should Saatchis adopt a fresh name?

Is the adrenaline that kept Saatchi & Saatchi’s London agency going in the three years since splitting with the brothers ceasing to pump?

Is the adrenaline that kept Saatchi & Saatchi’s London agency going

in the three years since splitting with the brothers ceasing to

pump?



A profits slump of almost 30 per cent during the first six months of

this year begs some tough questions.



For one thing, it should consider again the wisdom of keeping the

Saatchi name. Its boast that it continues to embody the Saatchi spirit

was always debatable and looks increasingly like a charade as the years

pass and staff change.



For another, it needs to think about bringing in a high profile front

man capable of galvanising the agency and ensuring it embraces a new

culture rather than clinging hopelessly to an old one



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