Successful Communications
    Category: Companies & People By : Yessar Rosendar Read : 571 Date : Thursday, March 01, 2018 - 23:58:48

    Toto Santiko Budi for Forbes Indonesia

    London-based M&C Saatchi is a bit of an iconoclast. First off, it was founded in 1995 by the legendary U.K. advertising mavens Saatchi brothers, Maurice and Charles (the M&C in the name)—Maurice still sits on the board. M&C Saatchi, a publicly listed firm, is now one of the biggest independent creative agencies in the world with 27 offices and eight specialist companies in areas such as branding and public relations.

    M&C Saatchi’s Global Chief Executive Moray MacLennan came to Jakarta in January to open the firm’s newest office here, to complement those in Singapore and Kuala Lumpur. “The Saatchi brand is the most famous brand in the world, and it’s difficult for others to replicate,” Moray says.

    Although M&C Saatchi may have done about £250 million in revenues last year, it remains a David among goliaths. The world’s biggest ad agency, the London-based WPP, measures its revenues in billions, with revenues last year well over £10 billion. Moray sees this as an advantage, as the company pursues an unusual model for expansion. Rather than buy firms outright, M&C Saatchi acquires new firms by offering up to 40% ownership for the existing owners. “We are not growing with acquisition, as that is easy, as it buys the revenue and the talents. We took a different approach by giving local partners ownership and equity, because if you own something you will care more and work harder for it,” says Moray.

    Thus Moray calls the firm a “federation of entrepreneurs,” which can be more agile in serving its clients. With the concept, the company has been able to expand rapidly, opening in a new city every month last year. The biggest challenge, says Moray, is locating the human resources rather than identifying growth opportunities. “What’s difficult is to find the talents with the right motivation and determination,” says Moray.

    Moray graduated from Christ College Cambridge 1983 and joined Saatchi & Saatchi as graduate trainee straight after college. He was made managing director in 1993 before he left to help Maurice and Charles start M&C Saatchi as chief executive. In Indonesia the firm has partnered with Anish Daryani to launch in Indonesia. Anish has 15 years of advertising experience in India, Kenya, Nigeria, Vietnam and Indonesia, where he has been working for the past two years. Anish will manage the M&C Saatchi Indonesia operations as founding partner and president director. Other founding members of the agency in Indonesia include Executive Creative Director Dami Sidharta and Executive Planning Director Elki Hendria. Dami comes with over a decade of experience in advertising and has helped nurture brands like Telkomsel, Samsung, and Gudang Garam. His campaign “Gudang Garam Rumahku Indonesiaku” was recognized as the best commercial by the Ministry of Culture and Tourism of Indonesia. Elki also comes with over a decade of experience as a communications strategist and has helped brands such as Indofood Frito Lay, AirAsia, Gudang Garam, The Body Shop.

    Read full version of the article