M&C Saatchi Performance are the most profitable arm of the M&C Saatchi Worldwide network due to a strong portfolio of loyal clients. But, rapid growth and a recent change in name and scope from ‘mobile’ to ‘performance’ marketing meant increased competition and put pressure on an identity that wasn’t able to communicate or compete in this wider market.
The brand belief, ‘the minds behind the machines’, leads their philosophy of putting people and insight before the data. It drives a commitment to remove themselves from the intense jargon and tech speak in the sector and puts clarity and demystification at the forefront of their approach to clients. The graphic language takes its influence from the overarching M&C Saatchi Worldwide brand, and adds screen size crops, binary shapes and colours which reference the performance sector. A strong, clear tone of voice, and typography influenced by gifs and social media create an attitude that’s capable of leading and differentiating M&C Saatchi Performance in the evolution of advertising.
