Digital buying unit M&C Saatchi Mobile is changing its mobile-focused name to M&C Saatchi Performance, which will deliver marketing services to help brands grow in the ‘hyperconnected’ age and better reflect the fact that people are now device-agnostic.

The new positioning reflects the shift in the demands of both clients and consumers across the globe. Hyperconnectivity is revolutionising the way people work, shop and travel as the amount of Internet-connected devices are set to increase to 31 billion globally within the next two years.

M&C Saatchi Performance will leverage its scientific analysis of data along with behavioural insights and expert understanding of performance marketing to more accurately target audiences and deliver the right message at the right time, on the right device. The shift in the agency name comes at a time when consumers are evolving beyond one screen and connected devices and 5G push the level of data and complexity in marketing.

James Hilton, the global CEO of M&C Saatchi Performance, said it is a “logical move for the business and more accurately reflects what we’ve been doing for the last 12 years.”

“Hyperconnectivity has impacted how brands connect with audiences in the digital landscape, moving from device-specific to device-agnostic, which has driven the need for us to adapt and evolve. We are excited to build on our mobile legacy and provide best-in-class performance marketing services to deliver business growth for our clients,” said Hilton.

“M&C Saatchi Mobile has played a significant part in the M&C Saatchi Group. Their understanding and analysis of consumer data has put them at the forefront of the industry, revolutionising the way audiences are targeted through digital advertising. M&C Saatchi Performance is perfectly positioned to drive measurable growth for brands and we are thrilled for James and the team to start the next phase of the journey,” added Moray MacLennan, M&C Saatchi worldwide CEO.

M&C Saatchi Mobile launched in 2006, prior to the smartphone evolution and operates from 12 offices on four continents. The company was at the forefront of the rise in mobile, winning more than 20 agency and campaign awards.