M&C Saatchi has created a new formula and think-tank, the Saatchi Institute, to help resolve the war between the Maths Men and the Mad Men of advertising.
David Kershaw, chief executive of M&C Saatchi, said: “There’s a war raging between the artists and the scientists in advertising today – the Maths Men versus the Mad Men; between so-called fluffy, arty creatives and the highly-targeted precision data scientists. We want to show both are important but, without the message, marketing is nothing.”
He added: “Working with the London Business School, we have devised a new formula... which has been tested with many of the world’s biggest brands and will be as important to advertising as E = mc2 was to the world of physics.”
The formula, y=aekλ/ξ, was unveiled at a party at the V&A on Wednesday night to celebrate M&C Saatchi’s 20th anniversary.
The think-tank will research how best to help clients work out their marketing budgets with maximum effect.
Mr Kershaw added: “Media planners think that precision targeting is enough. We don’t; you can’t just target swing voters and demand: vote Conservative. Far better to show a picture of Alex Salmond, with Ed Miliband in his pocket.
“That gives people a story and a strong message.”
Subscribe to Independent Premium to bookmark this article
Want to bookmark your favourite articles and stories to read or reference later? Start your Independent Premium subscription today.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies