M&C Saatchi Consulting Global CEO, Rhonda Hiatt, and APAC managing director, Ben Harrison.
M&C Saatchi is recalibrating its approach to brand strategy as the advertising industry navigates technological acceleration, cultural fragmentation and economic volatility.
The global agency is embracing a nuanced blend of data, creativity, and cultural insight to help brands stay relevant in a rapidly changing marketplace.
In a conversation with M&C Saatchi Consulting Global CEO, Rhonda Hiatt, and APAC managing director, Ben Harrison, several key themes emerged about how brands can succeed in a complex and fragmented media landscape.
Central to the discussion was the idea that clear brand identity, adaptability, and authentic consumer engagement are essential for sustained growth and relevance.
According to Hiatt, managing a global multinational today is fraught with challenges.
She explained that every market is undergoing its own form of chaos, whether it’s economic instability, technological disruption, or shifting cultural dynamics.
Brands that thrive in this environment, she noted, are those that conduct rigorous scenario planning, rapidly adapting while maintaining a strong sense of their core identity.
“The businesses that are thriving are the ones doing serious scenario planning. They know their pivot points, when to cut losses, when to double down, and they’re fast to respond,” said Hiatt.
While legacy brands such as Commonwealth Bank and Woolworths have proven their resilience over decades, Harrison stressed that newer brands, particularly in tech, can successfully apply the same principles of clarity and adaptability.
“Legacy can help, but newer brands can apply the same principles. The key is clarity, knowing what about your brand stays constant and what evolves,” she said.
A significant shift in the advertising world is the integration of artificial intelligence and data-driven insights into brand strategy.
M&C Saatchi is also leveraging AI tools like the Cultural Power Index, an AI-powered diagnostic tool, to measure and enhance a brand’s cultural relevance.
The tool analyses data signals from social media and broader cultural trends, providing brands with actionable insights.
“There’s a lot of opportunity with AI to push us to think differently. It’s a powerful tool, but we also need to be mindful of safeguards, security, ethics, and infrastructure,” said Hiatt.
The potential for AI to enhance creative output and help brands deliver more personalised, engaging experiences is evident, but Hiatt warned that ethical considerations must evolve alongside the technology.
“We’re using AI in creative and design work, but the real opportunity lies in how brands show up through AI-driven experiences, voice interfaces, chatbots, conversational commerce,” Harrison.
“It’s what we call brand-led experience design.”
One of the key challenges for Australian brands in the global market is balancing local relevance with global reach. Hiatt and Harrison emphasised the importance of understanding local nuances to maintain authenticity while expanding internationally.
The success of brands like Canva, which scaled globally without losing its local roots, serves as a powerful example.
“Canva is a great example. Their values resonate locally and globally,” said Harrison.
“They’ve done an amazing job staying connected to their community here while expanding.”
Hiatt concurred, adding that U.S. brands often falter in international markets due to a lack of cultural understanding.
“Too often, U.S. brands expand without understanding local nuance,” she said.
“That’s where they fail. Consumer truths may be universal, but cultural relevance depends on local insight.”
Meanwhile, the role of the chief marketing officer (CMO) is evolving rapidly. As brand strategy becomes increasingly complex, CMOs are expected to strike a delicate balance between long-term brand-building and short-term performance marketing.
Harrison noted that CMOs must navigate this tension while also being adept at leveraging data and insights to guide strategic decisions.
“The biggest myth? That global brands have it all figured out. They don’t,” said Hiatt.
“Context changes constantly, and no brand gets it right all the time. But the ones that endure know what they stand for and consistently deliver relevant experiences,” said Harrison.
Hiatt highlighted the growing importance of customer data in shaping marketing strategy.
She suggested that the most effective CMOs are those who can seamlessly integrate creativity with customer insights.
“CMOs are under immense pressure, short tenure, new to the role, expected to deliver instantly. Data is a secret weapon, but only if you can extract insight and apply it meaningfully,” she said.
With the rise of social media and micro-influencers, managing brand reputation has never been more critical. Consumers, especially younger generations, are increasingly using brands to express their identity.
Brands must, therefore, ensure they stay authentic and transparent in their messaging, or risk backlash.
“Reputation is critical. Brands are under the microscope, especially from younger consumers who use brands to express identity,” said Harrison.
“Gen Z and Gen Alpha, in particular, are very values-driven and scrutinize brands closely.
“If you’re consistently building a relationship with consumers and staying active in the conversation, you’re less vulnerable. Silence is risky, don’t let someone else tell your story.”
The influence of micro-influencers, who provide authentic, relatable content to niche audiences, has grown significantly.
“Micro-influencers are growing in importance. They bring authenticity. It’s really just modern word-of-mouth, which has always been powerful,” said Hiatt.
As brands navigate increasingly fragmented markets, some have found that embracing a clear and simple purpose is a vital part of staying relevant.
However, Hiatt and Harrison caution against over-committing to lofty ideals that may not resonate with the brand’s core values or consumer base.
“Purpose should be about conviction, what a brand truly stands for. That could be who they serve or how they make people feel,” said Harrison.
“But it has to be real. If the product doesn’t back it up, it falls flat.”
Hiatt also pointed out that pushing a grand purpose can sometimes backfire, especially if it feels disingenuous.
“Not every brand needs a lofty, world-changing purpose. Some just need to do what they do well and be honest about it,” she said.
Whether through traditional advertising, digital experiences, or AI-driven interfaces, a brand’s voice, tone, and personality must be consistent across every touchpoint.
Consumers should be able to identify a brand immediately, even without seeing the logo.
“A brand’s identity has to shine through consistently. Whether in-store, online, or in an AI interface, people should recognize the brand immediately.,” said Harrison.
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