News

M&C Saatchi Mobile rebrands to reflect ‘shift in consumer behaviour’

M&C Saatchi Mobile has rebranded to M&C Saatchi Performance in a move the agency said reflects the changing behaviour of consumers in a multi-device world.

Chris Steedman

Consumers are no longer device-specific, but are increasingly switching between an array of devices, rendering a mobile-only approach almost outdated.

The Singapore-based Asia Pacific managing director of M&C Saatchi Performance, Chris Steedman, told Mumbrella the rebrand comes as marketing approaches the “dawn of hyper-connectivity” driven by the roll out of 5G broadband and increased smartphone use.

He said clients have increasingly been requesting digital services beyond just mobile, with the agency name change formalising what it has effectively been doing for a while.

“There are now many more clients than not who are doing more than just a mobile-only campaign,” Steedman said. “The world we talk about today is about mobile devices, tablets and desktop, but we are also doing more work around echo devices, digital out of home and programmatic TV.

“All of those are digital touch points so we are already at the point of working across many devices, not just mobile.

“This shift in our agency name and positioning is perfectly timed when not just the industry but also consumers are evolving beyond one screen.”

It was an evolution for the agency rather than revolutionary, he said.

 

M&C Saatchi Mobile was created in 2010 after acquiring London-based independent agency Inside Mobile.

Steedman, who joined Insight Mobile as media director in 2008, was appointed the Sydney-based Asia Pacific managing director in 2013 before relocating to Singapore in 2015 to drive expansion in Asia.

Steedman said the agency was focused on driving bottom line performance for clients through the delivery of the right message at the right time on the right device.

But he readily acknowledged that challenges remain for the industry, particularly around attribution.

While mobile is eminently measurable, he said, stitching all the digital channels together in such a hyper connected world will be the key challenge.

“The mobile app store and web space are two different ecosystems that have different ways of measuring campaigns. Trying to connect those two has been a challenge for a lot of brands everywhere,” he explained. “The new skill set that’s going to be required is one that will piece it all together and really understand attribution.

“You can have all the data you want, and see all of the points where consumers are – and how you can speak to them – but what is the attribution behind that? What value do you put to a user who sees an ad on a mobile device, or maybe heard something on a podcast, but then converts on their desktop?

“That is going to be at the heart of how brands really understand how to work in a hyperconnected age. You are going to get hold of more data points, but how do you drive the right insights out of that, and drive business growth?”

James Hilton founded Inside Mobile in 2006 before selling to M&C Saatchi in 2010

That, he said, is where M&C Saatchi Performance comes in.

“I feel like the conversation that every marketer is having right now is not where it needs to be,” he said. “A lot of it can be down to just not having the right tech in place, or the right expertise in understanding what the data means. So it’s not where it needs to be, and one of our key jobs is to to help brands on their journey.”

The more devices emerge “the harder it is going to be to tie it all together”, Steedman added.

“When we started doing mobile advertising, mobile performance, we had exactly the same challenges. There was not a unified way to measure an IOS campaign verses an Android campaign. We had to work it out as we went along and help the industry build the right tools.

“The same thing is going to happen for all the new devises. We believe that hyper-connectivity will driving everything in the digital economy, and 5G will accelerate it.

“It’s all well and good saying you can target someone but if you have you have a poor connection because 3G or 4G is not strong enough then it doesn’t work.

“We are at the dawn of hyper-connectivity and we very excited about the next phase.”

Global chief executive James Hilton, who founded Insight Mobile in 2006, said the rebrand was a logical move and “more accurately reflects what we’ve been doing for the last 12 years”.

“Hyper-connectivity 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,” he said.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing