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.