Award-winning shopper agency Saatchi & Saatchi X becomes part of the Saatchi & Saatchi group in London

As part of an ongoing drive to offer a fully integrated suite of services to clients, Saatchi & Saatchi X London, formerly part of Saatchi & Saatchi X Worldwide, will become part of Saatchi & Saatchi Group London from January 1 2014.

The move will see Saatchi & Saatchi X move to Saatchi & Saatchi's headquarters on Charlotte Street and will allow multi-disciplined teams to work together from client briefing stage, ensuring a smooth and seamless transition from consumer to shopper.

The addition of Saatchi & Saatchi X to the group follows last year’s acquisition and subsequent successful integration of the digital specialist Outside Line, which has already enabled the agency to work with clients on understanding online customer journeys.

Saatchi & Saatchi London and Saatchi & Saatchi X work together on a number of network clients, including Guinness (global), Pampers and Head & Shoulders, but will now bring this successful integrated approach to a broader client base.

Famous shopper campaigns from Saatchi & Saatchi X include the Diageo and Coca-Cola “Summer Drinks” push that encouraged shoppers to consider mixed drinks for their summer occasions and innovative work for the Marine Stewardship Council that included the world's first edible QR code at Moshi Moshi.

Saatchi & Saatchi X’s work for some of the world's leading brands and retailers covers the full spectrum of media and sales channels and offers an acute understanding of what shoppers (and retailers) need emotionally and practically at every stage of the buying process. HTC recently appointed the shopper specialist agency to help them win at retail globally including more effective engagement of retail sales people through digital and mobile.

Saatchi & Saatchi X London is led by Rachelle Headland managing director, Trevor Harvey director of shopper strategy and Shnoosee Bailey executive creative director. Headland will report into Magnus Djaba, CEO, Saatchi & Saatchi London.

Djaba says: “Last year’s acquisition of Outside Line has proved to us that our clients are proactively looking for best in class integrated solutions. We now deliver advertising and digital solutions across the majority of our client base, and hope to replicate this success across new channels with Saatchi & Saatchi X.”

Headland adds: “We have always shared the same purpose and spirit as Saatchi & Saatchi and this move now fulfils our greatest belief; that shopper is a media neutral approach. By working in integrated teams with S&S we will be liberated to deliver this reality. It will also enable us to add even greater depth to our shopper media capability, especially ecommerce, mobile, social and experiential, so we can continue to lead the charge in this dynamic and fast growing space”.

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