M+C Saatchi Group Malaysia refreshes brand identity

M+C Saatchi Group Malaysia has unveiled a refreshed brand identity, introducing a new “+” motif across its office signage, social media profiles, email signatures and client materials. The symbol represents the fusion of global creativity and local cultural insight.

Its updated digital touchpoints, including a redesigned website landing page, now also carry the “Cultural power” banner to reflect the agency’s sharpened strategic focus.

The refreshed look comes alongside the rollout of “Cultural power”, a proprietary strategic approach aimed at uncovering the cultural truths that drive consumer behaviour.

According to the agency, the new positioning reflects a growing need for campaigns to go beyond surface-level data to truly resonate with consumers.

Backed by research from Kantar showing that brands with strong cultural relevance grow six times faster than those without, the strategy seeks to help marketers build deeper connections in an increasingly fragmented media environment. According to Statista, over one billion ad-blockers are now in use globally, adding pressure on brands to find more culturally embedded ways to reach their audiences.

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"Cultural power" draws on a mix of AI-enhanced analysis and expert-led workshops to uncover unspoken values, symbols and societal tensions that shape how consumers think and behave, said the agency.

These insights are then translated directly into creative strategy, allowing campaigns to land with greater authenticity and emotional resonance. The agency also tracks shifts in cultural perception in real time, helping brands adapt and stay relevant in fast-moving markets.

“'Cultural power' isn’t a post-mortem validation tool, it’s the strategic springboard that ensures campaigns resonate from day one,” the agency said.

“'Cultural power' is not just how we think and work, it’s our lens for understanding audiences and knowing exactly what to say to them. In Malaysia, 'cultural power' has been the underlying springboard for many of our festive campaigns, from Axiata’s ‘Getaran story’ to CelcomDigi ‘5 sekawan.’ This identity refresh cements our commitment to embedding cultural knowledge at every stage, enabling clients to connect on both strategic and human levels," said Lara Hussein, CEO and founder of M+C Saatchi Malaysia.

In tandem, Justin Graham, APAC CEO at M+C Saatchi Group said, "While data shows us behaviours, culture reveals the values and tensions behind them. Our 'Cultural power' framework helps brands tap into that deeper layer, uncovering insights that drive strategy rather than merely validate it. That’s how we create work that’s both impactful and socially and culturally relevant." 

M+C Saatchi Group Malaysia  unveiled its new identity shortly after securing the creative remit for Malaysian communications and media provider CelcomDigi, alongside GrowthOps Asia and Grey Malaysia. CelcomDigi confirmed the appointments with A+M, and said these agencies will support CelcomDigi’s three critical business areas moving forward.

"They were selected for their strong strategic capabilities, creativity, and operational agility, supported by their future-ready approach to technology and tools that drive impact in today’s fast-moving, multi-stakeholder environment. We look forward to working closely with all three agencies to realise our vision of becoming a customer-driven, strategy-led, best-in-class solutions provider," a CelcomDigi spokesperson said at the time.

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