M&C Saatchi to milk insight from new data consultancy

Saatchi has taken a 25% stake in the business, which will trade as M&C Saatchi Milk and will work closely with the group’s central strategy unit.

The investment comes at a time when M&C Saatchi is focused on fusing its insight and accountability offering, according to a statement.

Worldwide CEO Moray MacLennan said: “The customer insight function has evolved significantly over the past few years, and with data being a top priority, it’s more crucial than ever that we offer brands the key, actionable insights that will deliver them clear business growth.”

The Milk tie-up follows M&C Saatchi’s acquisition earlier this month of the social media agency Human Digital.