Shopper marketing specialist Saatchi & Saatchi X London is to be hitched up with the main London agency on Charlotte Street – but remain autonomous – as part of plans to offer a more integrated approach to clients.
Formerly part of Saatchi & Saatchi X Worldwide, the move follows last year’s acquisition and subsequent integration of the digital specialist Outside Line, which has already enabled the agency to work with clients on understanding online customer journeys.
Saatchi & Saatchi London and Saatchi & Saatchi X work together on a number of network clients, including Guinness, Pampers and Head & Shoulders, but will now bring this integrated approach to a broader client base.
The idea is to allow multi-disciplined teams to work together from client briefing stage, ensuring a smooth and seamless transition from consumer to shopper.
Saatchi & Saatchi X London is led by Rachelle Headland managing director, Trevor Harvey director of shopper strategy and Shnoosee Bailey executive creative director. Headland (pictured) will now report into Magnus Djaba (pictured), chief executive of Saatchi & Saatchi London.
Djaba said: “Last year’s acquisition of Outside Line has proved to us that our clients are proactively looking for best in class integrated solutions. We now deliver advertising and digital solutions across the majority of our client base, and hope to replicate this success across new channels with Saatchi & Saatchi X.”
Headland added: “We have always shared the same purpose and spirit as Saatchi & Saatchi and this move now fulfils our greatest belief; that shopper is a media neutral approach. By working in integrated teams with S&S we will be liberated to deliver this reality. It will also enable us to add even greater depth to our shopper media capability, especially ecommerce, mobile, social and experiential, so we can continue to lead the charge in this dynamic and fast growing space.”
