Communications group M+C Saatchi Group has launched an AI-powered diagnostic tool that aims to help brands “harness the power of culture” to encourage growth.
The Cultural Power Index was created by the group’s consulting division. It analyses data signals from across social media, media and cultural landscape to measure a brands “cultural power” it also allows brands to understand their client’s current cultural relevance, create strategies to enhance their ‘cultural power’ and track shifts to stay ahead of trends.
M+C Saatchi has also unveiled a new brand identity with a fully integrated website developed by digital agency MCD.
As part of the refresh, the agency has removed its ampersand, replacing it with a plus sign. The rebrand was created by the brand-led experience agency Re and includes new logos for all its agencies. The group also changed its font and colour palette.
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“We believe Cultural Power is the most significant driver of brand growth today. With the Cultural Power Index, we’re not just defining what makes a brand culturally relevant, we’re providing a roadmap for them to harness and scale that power,’ said Zaid Al-Qassab, CEO M+C Saatchi Group.
“This is more than just a rebrand, it’s a bold statement of our ambition. Our new visual identity and the Cultural Power Index mark a defining moment in our journey to help brands turn cultural relevance into real business growth.”
The developments come as research from Statista revealed that consumers now spend double the amount of time on ‘new media’, such as social platforms like TikTok, compared to traditional media. The research also showed that advertisers struggled to reach audiences as more than 1 billion ad-blockers have been installed globally.
A separate study from Edelman Trust Barometer highlighted brands perceived as “changing culture” was trusted 38% more than those seen as merely “functional”.
