Kuala Lumpur, Malaysia – M+C Saatchi Group Malaysia has announced the rollout of a bold new brand identity, as well as officially launching ‘Cultural Power’, its proprietary approach that dives beneath surface data to surface the cultural truths driving consumer behaviour.
‘Cultural Power’ is the advantage M+C Saatchi Group creates by leveraging a three-part approach. First, through ‘Deep-Cultural Diagnostics,’ they combine AI-enhanced analysis with expert-led workshops to uncover unspoken values, symbols, and societal tensions.
Next, these insights are transformed into a ‘Strategic Springboard,’ directly informing creative strategy to ensure authenticity and emotional resonance. Finally, with ‘Real-Time Tracking,’ they monitor ongoing shifts in cultural perception, enabling brands to adapt and maintain their relevance in a rapidly evolving landscape.
Meanwhile, the rebrand introduces the signature “+” motif across all assets, from office signage and social profiles to email signatures and client credentials – symbolising the fusion of global creativity and local cultural insight. A refreshed website landing page and updated digital touchpoints now carry the Cultural Power banner, underlining the agency’s sharpened focus.
Justin Graham, CEO for APAC at M+C Saatchi Group, said, “While data shows us behaviours, culture reveals the values and tensions behind them. Our Cultural Power framework helps brands tap into that deeper layer – uncovering insights that drive strategy rather than merely validate it. That’s how we create work that’s both impactful and socially and culturally relevant.”
Meanwhile, Lara Hussein, CEO and founder at M+C Saatchi Malaysia, commented, “Cultural Power is not just how we think and work—it’s our lens for understanding audiences and knowing exactly what to say to them. In Malaysia, CP has been the underlying springboard for many of our festive campaigns—from Axiata’s ‘Getaran Story’ to CelcomDigi ‘5 Sekawan.’ This identity refresh cements our commitment to embedding cultural knowledge at every stage, enabling clients to connect on both strategic and human levels.”
