Can Saatchi & Saatchi revive its fortunes?

Saatchi & Saatchi must be letting out a huge sigh of relief. The once prominent creative agency had almost disappeared off the Middle East’s agency map, but now it’s been given the chance to revive its fortunes thanks to its first major account win in ages – the Dubai Metro.

The securing of the brief follows months of turbulence and an internal restructure that has seen a string of newcomers walk through its doors and regional creative director Ed Jones depart. The changes have been implemented for obvious reasons. It needs to improve.

Saatchi & Saatchi remains a shadow of its former self. The heady days of 2007, when it was named the inaugural Dubai Lynx advertising agency of the year, are hard to recollect.

Is Dubai Metro the boost needed to turn the agency around?

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