Posted on by Nathalie Tay
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M+C Saatchi Group Malaysia Unveils Rebrand And Cultural Power Framework
20 May
M+C Saatchi Group Malaysia today rolls out a bold new brand identity and officially launches Cultural Power – its proprietary approach that dives beneath surface data to surface the cultural truths driving consumer behaviour.
The Case for Cultural Power
Brands that lead with cultural relevance grow 6× faster than those that don’t (Kantar).
Over 1 billion ad-blockers globally make traditional reach increasingly challenging (Statista).
“Cultural Power isn’t a post-mortem validation tool – it’s the strategic springboard that ensures campaigns resonate from day one.”
“While data shows us behaviours, culture reveals the values and tensions behind them,” said Justin Graham, APAC CEO, M+C Saatchi Group. “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.”
What Is Cultural Power?
Cultural Power is the advantage M+C Saatchi Group creates by:
Deep-Cultural Diagnostics: Combining AI-enhanced analysis with expert workshops to surface unspoken values, symbols and societal tensions.
Strategic Springboard: Translating those insights directly into creative strategy—ensuring authenticity and emotional resonance.
Real-Time Tracking: Monitoring shifts in cultural perception so brands can adapt and stay ahead.
(Left) Lara Hussein, CEO and Founder, M+C Saatchi Malaysia; (Right) Justin Graham, APAC CEO, M+C Saatchi Group
Local Brand Identity Refresh
In Malaysia, the rebrand introduces the signature “+” motif across all assets, from office signage and social profiles to email signatures and client credentials – symbolizing 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.
“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,” said Lara Hussein, CEO and Founder, M+C Saatchi Malaysia.
“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.”
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
