M&C Saatchi has bought a minority stake in Beirut-based ad agency Quantum Communications, leading to the creation of M&C Saatchi MENA.
Quantum was previously known as Saatchi & Saatchi Beirut until it withdrew from the agency’s EMEA network at the end of December – a network it had been part of for 18 years.
The new move means Quantum is once again part of a global network after a period of just three months. “This was not a decision we took lightly, and was fueled by a desire for progress, knowledge and growth. Both for the partners we work for and the talented people we employ,” said Quantum CEO Eli Khoury.
“We’re confident the new collaboration will continue to set new standards, further enhance the quality of the work, attract like-minded clients and cement the agency’s reputation as one of the most dynamic and visionary agencies in the region.”
M&C Saatchi’s CEO, Moray MacLennan, added: “The Middle East and North Africa is a dynamic region and the Quantum agency is both dynamic and innovative – the culture is 100 per cent Saatchi and we are delighted to have them as part of our network.”
M&C Saatchi MENA’s offering will also include Brand Central, Fusion Digital and Vertical Media in order to “seamlessly provide clients with a full mix of skills and expertise for offline and online communications”.
M&C Saatchi was formed in January 1995 by brothers Maurice and Charles Saatchi after the two were ousted from their own agency, Saatchi & Saatchi. In 2008, M&C Saatchi announced that it was to open an office in Bahrain in order to service clients such as the Bahrain Economic Development Board.