M&C Saatchi repositions mobile marketing agency to focus on performance

M&C Saatchi has repositioned its specialist agency M&C Saatchi Mobile to M&C Saatchi Performance, which will deliver marketing services to help brands grow in the hyperconnected age.

M&C Saatchi Performance will leverage its scientific analysis of data along with behavioural insights and expert understanding of performance marketing, to more accurately target audiences and deliver the right messages at the right time and on the right device.

The new positioning comes at a "crucial time" as countries such as Singapore and Malaysia begin to consider the interoperability of connected devices and the impact of 5G that will provide the necessary infrastructure to create a smarter and more connected digital economy.

In a statement to Marketing, M&C Saatchi Performance's Asia Pacific managing director, Chris Steedman (pictured) said his vision is to deliver "world class" performance marketing services to help brands in grow in the hyperconnected age.

M&C Saatchi Mobile was launched in 2006, prior to the smartphone revolution. It currently has 12 offices in regions including Southeast Asia, Europe and the US, with Singapore being the headquarters for the Asia Pacific region. In July, it appointed Kabeer Chaudhary to the newly created role of managing partner for Asia Pacific. He is tasked with continuing the agency’s growth in the region.

Steedman said consumers have "eagerly adopted" hyperconnectivity and move seamlessly between devices. This will be amplified by increased smartphone adoption, the Internet of Things and 5G broadband connectivity.

“The shift in our agency name and positioning is perfectly timed when not just the industry but also consumers are evolving beyond one screen. We look forward to building and aligning our agency capabilities towards this future," he added.

Meanwhile, the agency's global CEO, James Hilton (pictured right) said M&C Saatchi Performance is a "logical move" for the business and more accurately reflects what it has been doing for the last 12 years.

"Hyperconnectivity has impacted how brands connect with audiences in the digital landscape, moving from device-specific to device-agnostic, which has driven the need for us to adapt and evolve. We are excited to build on our mobile legacy and provide best-in-class performance marketing services to deliver business growth for our clients," he said.

Moray MacLennan (pictured left), M&C Saatchi Worldwide CEO, added that M&C Saatchi Mobile has played a significant part in the M&C Saatchi Group. "Its understanding and analysis of consumer data has put them at the forefront of the industry, revolutionising the way audiences are targeted through digital advertising. M&C Saatchi Performance is perfectly positioned to drive measurable growth for brands and we are thrilled for Hilton and the team to start the next phase of the journey," MacLennan added.