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30 Most Innovative Companies 2018


ciobulletin m and c saatchi huw griffith ceo

“Simplicity is part of our DNA”: M&C Saatchi

Since the Internet explosion and global boom of business organizations across the globe, technological advancements have rampantly opened new doors for better product development. However, no matter how advanced an organization’s technology is, there is a secret ingredient necessary for the success of every organization: Marketing. Successful marketing campaigns and the right communication techniques can take a company to new heights. That’s where M&C Saatchi comes in. M&C Saatchi is an insights-driven agency, founded on a single principle: Brutal Simplicity of Thought. The agency posits it’s easier to complicate than to simplify. However, simple ideas enter the brain quicker and stay there longer. Brutal Simplicity of Thought is therefore a painful necessity. And in today’s more complex and cluttered landscape, simplicity is more valuable than ever.

Since 1995, M&C Saatchi has helped companies grow with its marketing strategies and campaigns built on innovation, strategy and creativity. The campaigns and products developed by M&C Saatchi have helped companies grow and surpass their objectives. With 27 offices around the world, they help clients grow by identifying actionable insights into target consumer behavior and the marketplace. M&C Saatchi concentrates and distills the complexities down to a simple idea. And with that simple thought, comes a flood of creative solutions for the client.

“We bring creativity in everything we do,” says Huw Griffith, the local founding partner and CEO of M&C SAATCHI, Greater Los Angeles Area. And this is what sets the company apart. A number of robust, intelligent propriety tools have been developed by the agency that help to look at historical insight data on the web. The tools allows their team to develop and understand different “tribes” of people. Information regarding who the people in each tribe are, what they like to look at, who their influencers are and so on, allows them to communicate more directly with appropriate and engaging messages.

Interestingly, M&C Saatchi was the first one to use Google Maps for campaigns. It was also the first to use a geo-targeting app for promotions. “Creativity allows us to convert traditional problems with more engaging and breakthrough solutions,” says Griffith. The company is looking ahead to creating different solutions and helping build innovative products to further the appeal and engagement of different brands to customers.

This creative company is constantly working on projects that monitor and track the activity of different types of audiences that feed on its insights. Presently, M&C Saatchi is working with a block chain client and a few other start-ups that are disrupting the marketplace. “And with each of these clients, we’re looking at innovative new pieces of technology to help them cut through claustrophobic messages and competition,” he explains.

Gloveworx

One of the most innovative products that M&C Saatchi has designed and developed was for their client Gloveworx, a boxing studio. ‘Tap’ was designed as a small device that was fixed in the boxer’s gloves and made to measure the force and accuracy of the punch delivered, in real-time. It could also compare with previous punches and also with other boxers in the studio. Connected with an app, Tap also helped to improve the boxer’s technique, accuracy, and proficiency in boxing, and most importantly, to have fun!

The Secret Ingredient

Today, a consumer sees thousands of marketing messages and forgets most of them. So, how does M&C Saatchi help their clients stand out in the world? The company believes that it’s all about fresh thinking. “We’re constantly looking at things that have been done before in fresh and innovative ways, where you can combine technology, innovation, and creativity,” explains Griffith.

Innovation is key here, as innovation for innovation’s sake would fail just as doing the same old thing over and over again for years, he adds. The idea needs to be smart, relevant, and engaging. The ideas are developed by gaining an understanding of the audiences, products, and services that are currently being marketed and identifying what’s missing or could be improved upon, Griffith notes.

For instance, if a client is looking for a change in either attitude or behavior, M&C Saatchi does a lot of research, talks to the consumers and picks out the words or images that affect their state of mind. “We use that to help choose the words and images that we develop to make it as accurate and as compelling as possible,” he says. “And it’s the combination of research, insights, and experience for developing creative ideas.”

Innovation for the Future

For M&C Saatchi, it all comes down to helping clients with innovation and technology. As an agency, they will continue to invest in innovation and in smart people who come to the table with different backgrounds to push the envelope with fresh thinking and diverse perspectives.

Speaking of the future, in a couple of years, Griffith aspires to see three-to-four new products designed and developed by M&C Saatchi that prove to be successful in the marketplace for their clients. “Innovation and creativity will continue to be infused with every aspect of our business as we continue to move from just providing communications to providing products and solutions as well,” he expresses.

Hello Superhero!

Huw Griffith is the local founding partner and CEO of M&C SAATCHI of the Greater Los Angeles Area. He began his career in London as a runner at Bartle Bogle Hegarty while at college. He has extensive international experience having lived and worked across 3 continents; UK/Europe, Asia and now the Americas. He has set up companies in Singapore, Malaysia and North America. He also recently set up M&C Saatchi SHARE, a specialist social, content and digital business in LA. Griffith was awarded Ad Age Global Agency of the Year 2000, Local Agency of the Year in 2001 and 2002 and multiple creative and effectiveness awards. Under his leadership, the LA office was ranked 5th in Ad Age’s Best Place to Work in the US in 2015. And last year he was one of 5 founding partners to set up MAJORITY, a production company that was created to cultivate and amplify the careers of women in commercial and independent film. MAJORITY has a roster of all-women directors.

 “We have a very simple philosophy which is called ‘Brutal Simplicity of Thoughts,’ that allows us to concentrate and distill the complexities down to a simple thought.”

“We’re a creative agency and we have very creative people, people who are constantly looking at problems and trying to bring a fresh perspective to them.”

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