Generative AI is revolutionising industries, including marketing. By providing innovative tools for brand growth while challenging us to think ethically. Whether it’s the democratisation of creativity or potential cost savings, the importance of understanding and integrating AI is undeniable.The future promises thrilling possibilities, where creativity flourishes and innovation knows no bounds. But it also demands a thoughtful, responsible approach, guided by principles that value human ingenuity, ethics, and authenticity.The following guide provides a set of principles for marketers to balance enthusiasm with conscious action. For those who want to embrace Generative AI thoughtfully, following these principles helps maximise opportunities while minimising risk.Complete the form and download our guide now.

AI and Marketing: The Minds that Merge

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 A new age of creative collaboration calls for new principles.

Marcus Peffers has been appointed UK Group CEO and will lead the new structure, overseeing both the Sport &amp; Entertainment agency in the UK, and also to include a newly created UK Agency, combining together London Advertising, Export and Global &amp; Social Issues businesses. The move creates a ‘supergroup’ - unlocking value for both staff and clients. This significantly enhanced proposition allows us to leverage group-wide excellence more seamlessly, leveraging an existing depth of senior leadership with our broader ambitions to drive regional strength.&nbsp;To further accelerate the strong growth of the Group’s existing sport and entertainment offer in Europe, we have also created ‘M&amp;C Saatchi Sport &amp; Entertainment Europe’. This new proposition brings together M&amp;C Saatchi’s sport and entertainment capabilities across the UK, Germany and the Netherlands, with a focus on connected creativity to solve brand and marketing challenges. This will include a deliberate focus on executing targeted M&amp;A opportunities to accelerate growth, build scale and add new capabilities.We are delighted to announce that Carlo Noseda has been appointed as CEO of M&amp;C Saatchi Sport &amp; Entertainment Europe to lead the pan-European expansion plan. Carlo brings an unrivalled wealth of creative experience across sport and entertainment and takes on these responsibilities in addition to his leadership of the broader group across Europe and his role as President of M&amp;C Saatchi Italy.Carlo will be supported by Richard Thompson, who will become Non-Executive Chair of M&amp;C Saatchi Sport &amp; Entertainment Europe, extending his current role as Chair of M&amp;C Saatchi UK, and bringing over 25 years’ experience within the sport and entertainment industry.In line with his newly expanded UK remit, Marcus Peffers will lead the sport and entertainment activity in the UK, working closely with Carlo and Richard on pan-European opportunities.&nbsp;Zillah Byng-Thorne, Executive Chair of M&amp;C Saatchi, said: "Today’s announcement underscores our group focus on building an enhanced and more collaborative operating model across M&amp;C Saatchi. It reflects our ambitions to accelerate our growth trajectory, adding significant scale in Europe, particularly within the exciting sport and entertainment space.“I am delighted that Marcus will drive our plans forward in the UK, and the new, simplified structure will enable our clients to better benefit from our leading, full-service creative proposition. Our sport and entertainment business has evolved significantly over time and, as we look to accelerate the next stage of growth, I am delighted that Carlo will lead our ambitious European plan, supported by Richard and Marcus.&nbsp;“Looking ahead, we see a real opportunity to scale our proposition and accelerate our sport and entertainment growth through M&amp;A activity in Europe, and we are actively evaluating new opportunities.”Marcus Peffers, UK Group CEO, M&amp;C Saatchi, said: “The strength of our Group is in the many connected specialists offering deep and diverse expertise. Through a focus on creating a more collaborative operating model we will be better positioned than ever to provide our clients with leading creative solutions. I am excited to become UK Group CEO and look forward to delivering the next phase of our growth.”Carlo Noseda, CEO, M&amp;C Saatchi Sport &amp; Entertainment Europe, said: “I am delighted to be appointed CEO of our sport and entertainment Europe offer. M&amp;C Saatchi is known for its unique combination of expertise and creativity, and we have exciting plans as we take our sport and entertainment offer to the next level. Our clients increasingly want a single, pan-European platform which activates and forms completely around their needs. Today’s news represents a further step towards our group plan to do exactly that, ensuring each client has complete and immediate access to our full creative offering.”Read more news from M&amp;C Saatchi <a href="https://mcsaatchi.com/change">here</a>.

M&C Saatchi launches new UK & European strategy

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We are proud to announce the reorganisation of our UK operations into a single group providing a full-service, connected creativity proposition for the UK and Europe, in line with our focus on a more collaborative operating model across our network.

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Delonghi: A New Chapter in Coffee "Perfetto"

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Our partnership with De'Longhi is back on the global stage with a new campaign with brand ambassador Brad Pitt.

An app that's designed to connect with young people, and their grown-ups, to better understand the value of money.With their own Kit account and prepaid card, kids can manage their own earnings, saving, and spending through fun, experiential learning. Kids can earn money on ‘chores PayDay’, create savings ‘Stacks’, access their money through an ATM and tap their card to make purchases. In Boss Mode, parents have access to sophisticated controls such as spend limits and card and PIN protection, which can be tailored to each child in the family. “Kit has been an amazing experience to be involved in from concept through branding and helping design the digital product too. It’s been a true partnership between Re and the wonderful team at Kit and X15 who challenged us to push our thinking and vice versa" says&nbsp;Andy Thomas, Executive Creative Director at Re

Re team up with Commonwealth Bank to help launch Kit 

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Africa’s first digital domain Africarare, is a 3D virtual reality immersive hub that houses a&nbsp;metaverse marketplace set in Ubuntuland. Ubuntuland will showcase some of the best of African art, fashion, entertainment, sport, tech and creativity and will provide a platform for artists from across the continent to showcase their work.“The unique afro-themed metaverse establishes local representation in a growing global&nbsp;digital universe and will open our continent up to significant digital and economic growth opportunities for both talent, clients and industry colleagues to come together to solve business and even societal challenges with creativity,“ says Mike Abel, M&amp;C Saatchi Group South Africa founding partner and CEO.“This aligns with our own very clear commitment to pushing the bounds of South African&nbsp;capabilities and creativity in the work we produce across the continent. We love a good problem as a team, and we believe that creativity is the most significant key to solving these. Creating a virtual home for this is a very natural and fluid extension of our ability to do exactly this,” he says.Investing in the first African metaverse allows M&amp;C Saatchi Abel and its partners access to&nbsp;a global network through social technology designed to remove terrestrial borders and open up trade, collaboration and regional or global partnerships. Beyond just business opportunities and social interaction experiences, M&amp;C Saatchi Abel Ubuntuland unlocks an accessible home for economic opportunities, decentralised access to global creativity and best practice, as well as skills and knowledge sharing.Moray MacLennan, CEO comments: “No one knows precisely what the metaverse will look&nbsp;like when our children are no longer children, but anyone with a slither of imagination knows that it will open a new world of opportunities for our clients, and that they will need our industry’s imagination to make the most of it. Get on board. Now."Ubuntuland is created by Mann Made and will be open to public land sales from 2nd or 3rd&nbsp;quarter of 2022 as the team continue to work on the build for their Afro-futuristic world of proudly local creativity. Together with Mann Made, M&amp;C Saatchi Abel and Africarare will create a cultural, social, and commercial destination for African creativity in the metaverse.“For us it’s all about building a thriving engaged community and ecosystem in Ubuntuland&nbsp;as we develop this new metaverse. We are thrilled to be working with one of Africa and the worlds most talented creative agencies as we focus on unlocking Africa’s best talent and connect Africa to the global digital economy,” says Mann Made Media &amp; Africarare CEO, Mic Mann.This planned inclusive world for African creativity will allow creators to be inspired by -&nbsp;and add to - cultural experiences as well contribute to and profit from various commercial opportunities. The virtual hub is also intended to house the largest collection of African contemporary art from the M&amp;C Saatchi collection, host sport and entertainment experiences, establish an open-source platform to share skills and learnings; and will host workshops from agencies across the M&amp;C Saatchi Group.Central to interacting in the metaverse are Non-Fungible Tokens (NFTs). These digital&nbsp;assets or tradable tokens are created from art, music, videos, pop culture references or unique creative creations that can be bought and sold online. The concept of engaging with and trading on creativity and its value and relevance to individuals is one that is deeply rooted in the agency’s 12+ year run working with South African and international brands. The virtual marketplace will provide the perfect platform for any creative to develop and monetise its creative product as an NFT.“We aim to give Africans the access and resources they need to unlock their creative fire&nbsp;power from the home base of Africa’s digital creative destination – M&amp;C Saatchi Abel Ubuntuland. Using our capabilities as industry leaders, we can enable and empower Africa to grow and flourish on a global playing field,” concludes Abel.

M&C Saatchi enters the Metaverse 

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Pirelli: Power is Nothing without Control

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The respective dream teams over at M&amp;C Saatchi Indonesia and M&amp;C Saatchi Performance have been getting their hands on two top awards at the Global Campaign Agency Awards for 2022.Huge congratulations to the teams, thoroughly deserved.&nbsp;

Two awards at Campaign Global awards

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M&C Saatchi Thinks

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Looking for something else?

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