Advertising isn’t just about reach anymore, it’s about relevance. With audiences fragmented and attention harder to earn, brands today are battling for cultural power, not just market share. That’s why global agency M+C Saatchi has moved on from its long-time mantra of “Brutal Simplicity of Thought” and embraced a bold new direction: Cultural Power.



But what does that really mean? How do you measure cultural relevance, and can brands shape culture, or are they just chasing trends? Helping to make sense of this shift are two leaders driving it forward: Justin Graham, CEO of M+C Saatchi APAC and Global Network Lead, and Sharifah Menyalara Hussein, CEO and Founder of M+C Saatchi Malaysia. We explore why the agency rebranded, how it’s reshaping their work, and what it takes today to build brands that don’t just sell, but stay.

Advertising isn’t just about reach anymore, it’s about relevance. With audiences fragmented and attention harder to earn, brands today are battling for cultural power, not just market share. That’s why global agency M+C Saatchi has moved on from its long-time mantra of “Brutal Simplicity of Thought” and embraced a bold new direction: Cultural Power.But what does that really mean? How do you measure cultural relevance, and can brands shape culture, or are they just chasing trends? Helping to make sense of this shift are two leaders driving it forward: Justin Graham, CEO of M+C Saatchi APAC and Global Network Lead, and Sharifah Menyalara Hussein, CEO and Founder of M+C Saatchi Malaysia. We explore why the agency rebranded, how it’s reshaping their work, and what it takes today to build brands that don’t just sell, but stay.

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