M+C Saatchi Performance получила награду «Агент года по эффективности» за внедрение ИИ и рост выручки

Campaign Global Agency of the Year Awards are not just about finding the agency behind the best campaign. They look at the whole business, from its work and commercial performance to its people, clients and innovation. This year, 85 companies from 16 countries entered, spanning independent agencies and global networks. M+C Saatchi Performance came away with silver in the ‘Performance Agency of the Year’ category. The judges praised its “clear proposition, strong new business performance, people development, and integration of AI” and said it had delivered an “impressive year with solid commercial results and innovation”. The numbers tell their own story Today's marketers face three major challenges: fragmented measurement, rapidly evolving AI-powered discovery and increasing pressure to deliver business outcomes with greater efficiency. M+C Saatchi Performance's entry was all about solving those challenges. Across measurement, media effectiveness, AI-powered discovery and creative optimisation, the agency focused on helping brands make better investment decisions and drive more efficient growth. Some of the entries most compelling stats were: Clients that reallocated investment based on M+C Saatchi Performance's OneView insights achieved a 15% increase in ROI compared with planned investment. In 2025, M+C Saatchi Performance's revenue grew 8.5% year-on-year, while profit increased by double digit growth. The agency also won 37 new clients and picked up 51 awards. Then there was its own website. After applying its new approach to helping brands appear in AI-powered search, sessions rose 22.5% and conversions jumped 152% in just four months. Using AI to unlock human potential AI also features heavily in the agency’s 2025 story, but the narrative is not about machines replacing people. It is about how the humans behind the machines have become more important than ever, combining technology, judgement and creativity to deliver stronger results for clients. Instead, M+C Saatchi Performance says its technology takes care of more repetitive work, leaving its strategists, analysts and creatives to focus on the decisions that need a human eye. Its use of AI across media operations reduced manual work by more than 60%. And itss Creative IQ tool also cut testing cycles by around 30%, while delivering double-digit uplifts across multiple campaigns. The agency also used AI to help create Groupon’s ‘Turn Life On’ campaign, developing its visual assets through a human-directed process rather than traditional live-action production. The result was faster optimisation, improved efficiency and more time spent on strategic decisions that drive business outcomes. Rather than using AI to simply automate marketing, the agency focused on using it to make marketing better, freeing teams to spend more time on strategy, creativity and client growth.  And then there are the clients The judges particularly praised the breadth and diversity of M+C Saatchi Performance’s client portfolio, highlighting its ability to win and retain global brands across multiple sectors. Long-standing relationships are a major part of that. The agency's growth strategy is built on growing alongside clients, helping them navigate industry change, unlock new opportunities and expand beyond short-term performance goals.  One example is Grab, where M+C Saatchi Performance developed a Mental Availability framework designed to align growth planning with real consumer demand. Following its success, the approach has since been adopted by additional clients, including IKEA, Urban Company and Jobstreet, demonstrating how strategic thinking can create value beyond a single campaign. Brands including Grab, IKEA, Canva, SoundCloud and Zalora continue to trust M+C Saatchi Performance to support growth across multiple markets and sectors. Clients that have partnered with the agency for more than seven years accounted for 35% of its 2025 revenue, while client referrals made up 24% of all new business leads. The judges said that the high proportion of business generated through referrals “reinforced confidence in the strength of its relationships and reputation in the market”. The agency’s portfolio now stretches across sectors and markets, with brands including Grab, IKEA, Canva, SoundCloud and Zalora among its major relationships. Growing the team alongside the business The agency's global team increased by 17% during 2025 to 422 employees, with 87 promotions across the year. Outside the agency itself, its Open House programme has now reached more than 11,700 people across 101 countries since launching in 2020, with 66 participants going on to join the M+C Saatchi Group. Taken together, the numbers paint a picture of an agency that is growing, experimenting with new technology and broadening its offer, while keeping its people and client relationships at the centre of the business. For the Global Agency of the Year judges, that was enough to put M+C Saatchi Performance among the strongest performance agencies in the world.