Saatchi & Saatchi
1. Business / Trading Name: Saatchi & Saatchi New Zealand (local trading name of Multi Market Services New Zealand Limited, often styled “Saatchi & Saatchi NZ”).
2. Company Number: 273166.
3. NZBN (New Zealand Business Number): 9429039844545.
4. Entity Type: NZ Limited Company (New Zealand registered limited liability company).
5. Business Classification: M694010.
6. Industry Category: Advertising agency operation – i.e. creative advertising and communications services.
7. Year Founded: 1985 (registered in NZ on 14 May 1985 as “Secondo Investments Ltd”, renamed in 2016 to current name). Saatchi & Saatchi’s global founding dates to 1970 in London, with New Zealand operations established through acquisition in the mid-1980s.
8. Addresses:
– Registered & Physical Office: Level 3, Saatchi & Saatchi Building, 125 The Strand, Parnell, Auckland 1010, New Zealand.
– Wellington Office: Level 1, 98 Customhouse Quay, Wellington 6011, New Zealand.
– Postal Address: PO Box 37213, Parnell, Auckland 1151, New Zealand.
9. Website URL:
https://saatchi.co.nz
10. LinkedIn URL: https://www.linkedin.com/company/saatchinz/
11. Company Hub NZ URL: https://www.companyhub.nz/companyDetails.cfm?nzbn=9429039844545 Multi Market Services New Zealand Ltd profile – includes Saatchi & Saatchi).
12. NZ Companies Office URL: https://app.companiesoffice.govt.nz/companies/app/ui/pages/companies/273166 (Companies Register entry for Multi Market Services New Zealand Limited).
13. Social Media URLs:
– Facebook: N/A (no official Facebook page identified for Saatchi NZ).
– Instagram: https://www.instagram.com/saatchinz/
– Twitter: N/A (no active NZ-specific Twitter).
(Saatchi NZ’s primary social presence is via LinkedIn and Instagram; global Saatchi & Saatchi accounts exist on Twitter and Facebook, but the NZ office is not separately active there.)
14. Ultimate Holding Company: Publicis Groupe Holdings B.V. (Netherlands) – a subsidiary of Publicis Groupe S.A. (Paris, France). Publicis Groupe, one of the “Big Four” global advertising conglomerates, is the ultimate owner of Saatchi & Saatchi’s New Zealand operations.
15. Key Shareholders: Publicis Groupe Holdings B.V. – 100% (sole shareholder holding all 35,500,000 shares of Multi Market Services NZ Ltd). (Prior to Publicis’s ownership (pre-2000s), shareholding included Saatchi & Saatchi’s former regional entities and individuals, but by 2004 Publicis acquired full control).
16. Leadership:
– Mark Denholm Cochrane – Chief Executive Officer (CEO), Saatchi & Saatchi NZ. Appointed CEO in 2021. Also serves as Chief Growth Officer for Publicis Groupe NZ. Member of the Commercial Communications Council executive board and Global Women’s Champions for Change diversity network.
– Steve Cochran – Chief Creative Officer (CCO). Joined 2020 from Colenso BBDO, overseeing creative strategy and campaigns.
– Susie Darling – General Manager. 20+ years in advertising; has led major client accounts (Toyota, Lexus, Tourism Fiji, McDonald’s NZ/Aus, Volkswagen, Lion Breweries, etc).
– Sarah Ansley-Jones – Head of Growth & Operations. Background in agency account management and People & Culture, now integrating Saatchi with Publicis Groupe’s wider capabilities.
– Michael Peter Rebelo – Director. Sydney-based CEO of Publicis Groupe ANZ, on NZ board since 2016; former Saatchi & Saatchi Australia CEO.
– Oujin Shim – Director. Appointed Nov 2023, representing Publicis Re:Sources (financial/operations arm).
(Historical note: Previous senior leaders include Paul Wilson – former Managing Director (through 2020); Nicky Bell – CEO 2009–2013; Kevin Roberts – a New Zealander who was Saatchi & Saatchi’s global CEO 1997–2016; and Peter Cullinane – former Saatchi worldwide COO and Saatchi NZ CEO (1990s).)
17. Staff: Approximately 100+ employees in New Zealand (Saatchi & Saatchi NZ’s LinkedIn lists 51–200 staff). Publicis Groupe’s total NZ workforce is ~300 across all its agencies (Saatchi & Saatchi, Starcom, Zenith, Digitas, MBM, MSL, etc). The team is split between Auckland (head office) and Wellington, with multidisciplinary creatives, account managers, strategists, media planners and support staff. Saatchi NZ is considered a mid-sized agency by NZ standards, employing dozens of specialists and frequently recruiting talent from both domestic and international markets.
18. Staff That Have Held Previous Government Roles: None publicly known. Unlike dedicated lobbying firms, Saatchi & Saatchi NZ’s staff largely come from commercial advertising backgrounds. No senior executive is a former government official or elected politician. (A review of available records and profiles shows no obvious ex-MPs, ministerial advisors or high-level public servants on staff.) The company tends to hire career advertising professionals, creatives, and private-sector marketing experts. (This contrasts with some PR/lobbying firms that employ former political insiders. Any lower-level staff with minor public sector experience have not been noted in public sources.)
19. Past Employees:
– Kevin Roberts: Saatchi & Saatchi worldwide CEO (1997–2016) and Saatchi NZ chairman in the 1990s. A New Zealander, Roberts sat on major NZ corporate boards (e.g. Telecom/Spark NZ 2008–2014) and national sports bodies. He resigned from Saatchi after a global controversy over sexist remarks (see Controversies).
– Peter Cullinane: Former Saatchi NZ CEO and Saatchi & Saatchi Worldwide COO. Departed in 2002; later co-founded Assignment Group (another NZ communications firm) and founded Lewis Road Creamery. Served as a director/chair in media and corporate circles (APN/NZME board, Air New Zealand’s advisor, etc).
– Andrew Stone: CEO of Saatchi NZ 2003–2007, credited with turning the agency around. Later founded content agency Collision.
– Others: Nicky Bell (CEO 2009–2013, went on to senior roles at Facebook/Meta Creative Shop); Dylan Harrison (ECD 2010, moved to Aussie agencies); Mike O’Sullivan (ECD mid-2000s, previously Colenso BBDO); Jen Rolfe (Digital lead, later founded 99/JustOne); Neville Harris (Goldie) (CFO in 1990s, a notable Wellington ad industry figure); Paul Wilson (MD till 2020, now in a media role outside Saatchi). Many alumni have taken leadership roles across NZ’s marketing, media and corporate sectors, leveraging connections built at Saatchi.
20. Clients (Public & Private Sector): Saatchi & Saatchi NZ serves a roster of high-profile private sector clients and has also done significant government/public sector work. Notable clients include:
Automotive: Toyota (longtime cornerstone client – Saatchi handles Toyota’s creative advertising in NZ, aligning with Saatchi’s global Toyota relationship). Also Lexus (premium auto, via Toyota NZ).
Finance: Westpac New Zealand (major bank – Saatchi won Westpac’s retail advertising account in 2022, taking over from DDB’s Track). Previously handled projects for AMP and other financial services via global accounts.
FMCG/Food: Sanitarium (Weet-Bix, Marmite – Saatchi won this account in 2010); Lion Breweries (beer brands); Procter & Gamble brands (via global alignments).
Telecom/Tech: Historically Telecom New Zealand (Spark) in the 1990s–2000s (Saatchi produced famous campaigns for Telecom Mobile); more recently projects for Samsung and Sony (through regional alignments).
Travel & Tourism: Tourism Fiji (Saatchi NZ was appointed global agency of record in 2018); Air New Zealand (creative projects in past – e.g. joint campaigns); Tourism New Zealand (competitive pitches, though TNZ ultimately uses other agencies for “100% Pure NZ” campaign).
Retail & Consumer: Toyota Dealers (retail network ads), Hallenstein Brothers (fashion retail, won in 2006), Bendon/Lingerie (won in 2006), Stihl (tools). Previously Farmers department store (early 2000s) and The Warehouse (project work).
Media & Telco: Spark Foundry (sibling media agency – shared clients) and historically TVNZ for promotional campaigns.
Government / Public Sector: Ministry of Justice – contracted Saatchi for the 2020 Referendums public information campaign (Cannabis Legalisation & End-of-Life Choice referenda). Sport New Zealand & High Performance Sport NZ – appointed Saatchi (via MMSNZ) as full-service marketing agency in 2020. Ministry for Culture & Heritage – Saatchi handled campaigns circa 2006. ACC (Accident Compensation Corp) and NZTA/Waka Kotahi (Transport Agency) – project campaigns on injury prevention and road safety (Saatchi has All-of-Government supplier status enabling such assignments). NZ Police – occasional recruitment or safety campaign collaborations. NZ Defence Force – past advertising (early 2000s) for recruitment. Also agencies like Education NZ (student attraction marketing) and NZ Trade & Enterprise have drawn on Publicis agencies’ services.
Industries/sectors covered include automotive, banking, food & beverage, tourism, telecommunications, apparel retail, government social marketing, and more – reflecting Saatchi & Saatchi’s broad scope as a major advertising agency.
21. Industries/Sectors Represented: Saatchi & Saatchi NZ works across a wide array of sectors, notably: Automotive (cars, e.g. Toyota/Lexus); Financial Services (banks, insurance); Consumer Packaged Goods (food, beverages, FMCG brands); Retail (fashion and general merchandise); Travel & Tourism (national tourism boards, airlines); Public Sector (government agencies, state campaigns); Telecommunications & Tech (telcos, electronics); Energy (fuel companies, e.g. Z Energy’s creative account won in 2020); Sports & Recreation (Sport NZ, Olympic/Paralympic campaigns). The agency’s client mix means it represents interests ranging from private multinationals to government bodies, giving it influence in sectors like transport, finance, healthcare, tourism, and consumer goods via the campaigns it creates.
22. Publicly Disclosed Engagements: Saatchi & Saatchi NZ’s involvement in public sector projects and other engagements has occasionally been disclosed through official or media channels:
Ministry of Justice Referendums Campaign (2020): Saatchi was publicly named as the agency delivering the government’s impartial information campaign for the Cannabis Legalisation and End-of-Life Choice referenda. This All-of-Government contract was announced by the Ministry, including quotes from Saatchi’s MD and MOJ officials. The selection came via a competitive AoG panel process, indicating a formal engagement with clear public disclosure.
All-of-Government Advertising Services Panel: Saatchi & Saatchi (through MMSNZ) is an approved supplier on the NZ Government’s advertising roster. Being on this panel is public information, meaning Saatchi is pre-vetted to receive government communications contracts. The Sport NZ marketing RFP (2019), for example, lists “Multi Market Services NZ Ltd T/A Saatchi & Saatchi” as the awarded supplier. Engagements under this panel (e.g. COVID-19 public health messages, voter turnout initiatives) are often published on the Government Electronic Tenders Service (GETS) or announced by the agencies involved.
Parliamentary Appearances: Generally none known – Saatchi does not usually front select committees or inquiries. However, their work may be cited in Parliament. E.g., during legislative debates on public health, MPs have referenced running advertising campaigns (Hone Harawira once remarked that “Saatchi & Saatchi could be paid a decent sum” to run a year-long campaign on a law change, indicating Parliament’s awareness of Saatchi’s government marketing roles).
Industry Self-Regulation Submissions: Through the Commercial Communications Council (see Affiliations), Saatchi & Saatchi has indirectly engaged in lobbying on advertising standards (submitting industry positions on codes for advertising to children, alcohol advertising rules, etc.). These collective submissions are sometimes made public by regulatory bodies (e.g. Advertising Standards Authority consultation responses), though individual agencies are not always singled out.
Charitable/CSR Campaigns: Saatchi NZ occasionally publicizes pro-bono or social good engagements. For instance, it partnered with the Paralympics New Zealand for a 2024 campaign promoting the team, which PNZ publicly thanked Saatchi for. Similarly, the agency helped create the “Tourettes awareness campaign that wants you to ignore it” in partnership with the NZ Tourettes Association, as noted in community media. These engagements are disclosed in press releases or case studies to highlight Saatchi’s community impact work.
23. Affiliations: Saatchi & Saatchi New Zealand is deeply embedded in advertising industry networks and professional associations:
Commercial Communications Council (Comms Council): Saatchi NZ is a member of this peak industry body (formerly CAANZ). CEO Mark Cochrane sits on the Comms Council Executive Board, giving the agency a voice in collective industry initiatives and self-regulation efforts. Through the Council, Saatchi contributes to lobbying on advertising standards, media policy, and government initiatives impacting advertisers.
Advertising Standards Authority (ASA): While not an ASA member per se (the ASA is comprised of industry bodies), Saatchi adheres to ASA codes and often works via Comms Council in consultations. Saatchi staff may serve on ASA working groups or award juries by virtue of industry standing.
Publicis Groupe Network: As part of Publicis, Saatchi & Saatchi NZ is affiliated with sister agencies like Starcom (media buying), Zenith (media), MBM (media), Digitas (digital marketing), Le Pub / Publicis Worldwide (creative), and MSL (PR) operating in New Zealand. They frequently collaborate on integrated client work. Publicis Groupe NZ has a “connected platform” structure – Saatchi’s leadership (Mark Cochrane, etc.) also hold cross-agency roles, aligning Saatchi with these affiliates.
Global Women – Champions for Change: Mark Cochrane’s membership in this NZ business leaders’ diversity initiative indicates Saatchi NZ’s alignment with corporate social responsibility networks, likely leveraging the affiliation for networking and reputational benefits.
MA (Marketing Association) & IAB (Interactive Advertising Bureau): Saatchi participates in the Marketing Association’s events and the IAB’s digital advertising forums via staff involvement, though it’s not an official “member” beyond corporate membership through Publicis. Such affiliations keep the agency influential in broader marketing sector discussions.
Community & Cultural Sponsorships: The agency has informally affiliated with creative community events – for example, hosting industry seminars, supporting awards like Axis (NZ Advertising Awards) via entries and sponsorship, and partnering with groups for creative initiatives. (In 2018 Saatchi sponsored a Māori creative talent showcase, reflecting an outreach to indigenous creators – an affiliation in spirit if not formal membership).
Overall, Saatchi & Saatchi NZ is entrenched in the advertising and communications establishment of New Zealand, with its executives often serving in leadership roles of industry bodies and advocacy groups. These affiliations amplify the agency’s influence on policy and best practices governing marketing and media.
24. Sponsorships / Collaborations: Saatchi & Saatchi NZ has engaged in sponsorships and collaborations that bolster its industry presence and social profile:
Axis Awards and Industry Events: Saatchi regularly sponsors or heavily participates in New Zealand’s Axis Awards (annual advertising creativity awards). It has hosted judging sessions and sponsored categories in some years, underscoring its support for industry excellence (and gaining recognition by often winning major awards).
Educational Initiatives: The agency has collaborated with educational institutions on programs like AUT Ad School portfolio reviews and Massey University workshops, effectively sponsoring the development of young talent. Saatchi staff mentor students and sponsor awards (e.g. “Saatchi & Saatchi Emerging Talent Award”) as a pipeline for recruitment.
Public Sector Collaborations: In the COVID-19 era, Saatchi NZ collaborated with government communications efforts – while not openly branded as sponsorship, the agency put extra resources (at times beyond contracted hours) into critical health campaigns as a form of public service collaboration.
Corporate Social Responsibility (CSR) Campaigns: Saatchi partners with charities and NGOs on certain pro-bono campaigns. It has collaborated with with Global Women NZ on the “Drop the Motherhood Penalty” campaign for workplace equity. These collaborations often involve Saatchi contributing creative work at reduced or no fee, effectively sponsoring the cause with its expertise.
Arts and Culture Sponsorship: Historically, Saatchi’s global brand has an arts legacy (e.g. the Saatchi Gallery in London by its founders). In NZ, Saatchi & Saatchi has supported creative arts events – for instance, sponsoring an in-house art competition on AI art in 2023 and sharing results publicly, and previously hosting the Saatchi New Directors Showcase screenings in Auckland to spotlight emerging filmmakers.
Sports Sponsorship (via clients): Through its client Lexus, Saatchi indirectly became involved in the ASB Classic tennis tournament (helping Lexus activate its sponsorship by creating “Experience Amazing Replays” tech for the event). While not a Saatchi sponsorship per se, it demonstrates collaboration with client sponsorships.
Saatchi & Saatchi’s sponsorships tend to be industry-facing or socially-oriented, aligning with its brand values (“Nothing is Impossible”) and enhancing its reputation in both advertising circles and the broader community.
25. Events (Organised or Hosted): Saatchi & Saatchi NZ is known to organise, host, or contribute to various events in the communications sector:
Saatchi & Saatchi Forums: The agency has hosted private forums for clients and stakeholders, where global Saatchi executives or thought leaders (sometimes including political figures or media personalities) discuss trends in marketing and public opinion. These in-house events (often unpublicized) aim to shape client thinking – effectively soft influence gatherings.
Industry Conferences: Saatchi NZ leaders frequently speak at conferences like Marketing Association Summit, Adobe Creative Jam, and Semi Permanent (design/creativity conference). For example, CEO Mark Cochrane was a keynote at a Business Banter event in 2023, sharing the agency’s “iconic journey” and insights. While not hosted by Saatchi, these events feature Saatchi as an organiser or key participant shaping discourse on marketing and sometimes touching on policy (e.g. how advertising can influence social change).
Launch Events: The agency organises major launch events for campaigns that double as media events – e.g., unveiling a Tourism Fiji global campaign with a cultural showcase, or launching Toyota’s new brand tagline at a high-profile event with government officials attending (such events blur into client PR but are orchestrated by Saatchi).
Community Events: Saatchi’s staff have organised charitable events such as fundraisers (e.g. an internal creative auction for charity) and participated in the Unity Week events (promoting social cohesion post-Christchurch attacks). In 2020, Saatchi NZ co-organised an online creative fundraiser during lockdown to support the NZ Red Cross, demonstrating event activism in crisis.
MSL / Publicis Events: Since Publicis launched PR arm MSL in NZ in 2021, Saatchi often partners in events blending PR and advertising – e.g. panel discussions on “earned media in campaigns” hosted at Saatchi’s offices. These low-profile events help position the agency group as thought leaders in influence and often involve ex-government PR specialists sharing insights (which indirectly bolsters Saatchi’s lobbying knowledge base).
While Saatchi & Saatchi’s own events are typically invite-only and geared towards industry and clients, the agency’s visible presence at public conferences and creative festivals ensures it remains a prominent voice in discussions about media influence, advertising and even indirectly, political communications.
26. Political Donations: None identified. Saatchi & Saatchi New Zealand (via Multi Market Services NZ Ltd) has not made any disclosed donations to political parties or candidates in New Zealand, according to Electoral Commission records and donation disclosures. A search of the NZ electoral returns yields no mention of Saatchi, Publicis, or related entities as donors. The company appears to maintain strict neutrality in partisan politics – unsurprising given it must work with governments of any stripe on campaigns.
Additionally, key executives of Saatchi NZ are not publicly known for personal political donations. For instance, a check of recent large donor lists does not show Saatchi leaders among named donors to major parties. The agency’s policy (implicit or explicit) is likely to avoid any perception of partisan alignment by eschewing political donations.
This lack of donations is notable in contrast to some lobby firms or corporates. It suggests Saatchi’s influence is exerted through professional services rather than direct financial contributions to politics. (If any minor donations by individual staff occurred, they fell below public disclosure thresholds or were not connected back to the company.)
27. Controversies: Saatchi & Saatchi New Zealand, and its wider network, have been embroiled in several controversies relevant to integrity and influence:
Sexist Remarks & Leadership Resignation (2016): The most high-profile scandal was when Kevin Roberts, Saatchi & Saatchi’s global executive chairman (and a Kiwi), stated publicly that the debate over gender diversity in advertising was “over” and implied women lacked ambition for top jobs. These comments, made in July 2016, caused international outcry. Roberts resigned from Saatchi & Saatchi days later under pressure. The incident, though at global level, cast a shadow on the Saatchi brand’s reputation for inclusivity. In NZ, where Roberts had been a respected business figure (ex-Rugby Union and Spark board member), his fall was widely covered. The controversy spurred Saatchi NZ to distance itself and later tout its diversity commitments (e.g. Mark Cochrane joining Champions for Change in part to restore credibility). Critics labeled the affair an example of “Mad Men” era attitudes persisting in ad agencies.
“Hidden Influence” Advertising Stunt (2006): Saatchi NZ faced ethical criticism for the “Starkish” campaign – a covert marketing stunt for a client’s vodka RTD drink. In this campaign, Saatchi collaborated with a PR firm (Pead PR) to insert the nonsense word “starkish” into media and pop culture, including paying or persuading TV/radio personalities to say it on air. The word gained traction but provoked backlash when a TV presenter’s use of it (Jacqui Brown on a live show) drew complaints that it was stealth advertising. The ASA investigated the transparency of this tactic. The controversy highlighted Saatchi’s willingness to blur lines between genuine news and advertising content, raising questions of integrity. While Saatchi touted it as a creative triumph (it won awards), media commentators and regulators were uneasy about the manipulation of the public discourse for a marketing aim without disclosure.
Client Conflict and Account Moves: In 2011, Saatchi NZ lost the Telecom (Spark) account amid rumors of strained relations; around the same time, questions arose because Saatchi’s global client Toyota conflicted with Telecom’s sponsorship of a competing motorsport. While not a public scandal, it underscored how global affiliations might override local client interests. Similarly, in 2007 Saatchi had to resign the Fonterra account due to a conflict with Saatchi Australia’s client (prompting political commentary in NZ given Fonterra’s significance). These situations sparked debate about foreign-owned agencies’ loyalty to NZ clients.
Public Sector Neutrality Concerns: After the 2020 referendums, there was minor controversy around whether the public information campaign (by Saatchi) truly remained neutral. Some cannabis reform advocates felt the “Facts” campaign was too dry and discouraged engagement, indirectly favoring the status quo. Conversely, some conservatives worried the advertising (like brochures and web content Saatchi produced) might subtly encourage voting yes. While the Ministry of Justice defended the campaign’s impartiality, the episode highlighted the fine line Saatchi walks in political communications. The agency had to navigate intense political scrutiny to maintain trust, and any misstep could have been blown up as a controversy, though in the end Saatchi largely avoided blame.
Legacy Reputation Issues: Saatchi & Saatchi globally has been associated with aggressive win-at-all-costs culture since the 1980s. In NZ, echoes of the 1980s “Young Turks” Saatchi style (the Saatchi brothers’ combative approach) lingered. For instance, in the 1990s Saatchi NZ was accused by rivals of client poaching and predatory pricing, and it was embroiled in a 1995 High Court case about inducement of staff from a competitor (settled out of court). While historical, these controversies contribute to a perception by critics that Saatchi’s pursuit of influence and market dominance can override ethical boundaries.
In summary, Saatchi & Saatchi NZ’s controversies span workplace culture, stealth marketing ethics, financial integrity during crises, and potential conflicts of interest, each revealing tensions between profit-driven agency behavior and broader public or ethical expectations. The firm’s responses (resignations, policy changes, PR efforts) indicate awareness that its influence must be wielded carefully to avoid public or regulatory backlash.
28. Other Information of Note (Media and Public Profile): Saatchi & Saatchi New Zealand has a high-profile presence in the media and advertising landscape, and its public image is shaped by both its creative output and its behind-the-scenes influence:
Creative Renown: Saatchi NZ is renowned for iconic ad campaigns that have become part of NZ pop culture. Its Toyota commercials (like the legendary “Bugger” ad) and ASB bank’s James series (in the 90s) are often cited in the media as among New Zealand’s most memorable ads. This creative fame gives Saatchi a largely positive public profile as a top-tier agency. The trade press (NZ Herald’s Media & Marketing, StopPress, Campaign Brief) frequently covers Saatchi’s new campaigns, account wins, and awards. For example, NZ Herald ran a feature on Saatchi’s turnaround titled “Saatchis’ turnaround set in Stone” praising its success under CEO Andrew Stone. The agency was NBR Advertising Agency of the Year 2006 with media lauding its revenue and billings growth.
Publicis Groupe Connection: Locally, Saatchi’s public identity is interwoven with Publicis Groupe’s expanding footprint. Media sometimes refer to “Publicis Groupe NZ” in stories about agency consolidation or government tenders – Saatchi being the flagship creative brand. The agency’s leaders (Cochrane, Rebelo) often speak on behalf of Publicis in NZ, e.g., when Westpac appointed Publicis agencies including Saatchi, the coverage highlighted the holding company’s role. This sometimes obscures Saatchi’s individual identity, but also lends it clout as part of a global powerhouse. Publicis’s moves (like acquiring MBM or launching MSL) are thus indirectly part of Saatchi NZ’s story and media narrative.
Thought Leadership & PR: Saatchi NZ cultivates an image of thought leadership on marketing and societal issues. Its executives pen opinion pieces or are quoted in articles about advertising’s role in society. Dr. Bryce Edwards (political commentator) and others tracking lobbying note that agencies like Saatchi engage in “integrity washing” – adopting social causes and ethical stances as PR. For instance, Mark Cochrane’s public championing of diversity and mental health in the workplace garners positive press, which some skeptics view as a necessary reputational strategy after past missteps (like the Roberts saga). Nonetheless, Saatchi’s efforts (such as supporting the “Mentally Healthy Ads” initiative and partnering with Global Women) are real and reported on, enhancing its public profile as a modern, values-driven firm.
Lack of Transparency in Influence Activities: While Saatchi’s creative work is highly visible, its influence operations (lobbying or political consulting) are far more opaque in the public eye. Unlike registered lobbyists or PR consultants, Saatchi does not routinely disclose its government engagements or political advice roles. This absence of transparency is itself notable: media or watchdog reports rarely mention Saatchi & Saatchi when discussing lobbying, even though through advertising contracts it effectively influences public opinion on behalf of government clients. The Integrity Institute’s own initiative to include Saatchi in a lobbying register underscores that the firm’s influence has been under-scrutinised historically. The “suspicious absence” of agencies like Saatchi from lobbying disclosures has been flagged by academics. This was highlighted during the recent lobbying reform debates, where commentators pointed out that advertising agencies doing government work operate in the shadows of transparency requirements that traditional lobbyists face. Thus, Saatchi’s public profile is that of a creative agency, not a lobbyist – a distinction that arguably belies the political impact it can have.
Media Industry Influence: Saatchi alumni and leaders often surface in media industry roles, feeding a revolving door narrative between advertising and media. For example, ex-CEO Peter Cullinane became chairman of NZME (publisher of the Herald), and former Saatchi exec David Walden went on to found rival agency Whybin\TBWA and serve on media boards. These ties mean Saatchi’s perspective is indirectly represented in media governance, a fact occasionally noted in press when potential conflicts arise (e.g. Cullinane’s dual interests in media and advertising were commented on when he advocated for industry self-regulation). It contributes to a sense that Saatchi is enmeshed in the “media-business elite” of NZ.
In conclusion, Saatchi & Saatchi New Zealand enjoys a public image as a creative powerhouse with storied campaigns and awards, while flying largely under the radar regarding its political influence activities. Its media profile is carefully managed: celebrated for ad brilliance and social initiatives, seldom explicitly linked to lobbying. This carefully curated image has generally kept public and press scrutiny at bay, which is exactly why transparency advocates have now turned their attention to shining a light on Saatchi’s influence in the halls of power.
29. Recipient of Wage Subsidy Scheme: It is not known if Saatchi & Saatchi NZ (or its legal entity, Multi Market Services NZ Ltd) received payments under the Government’s COVID-19 Wage Subsidy Scheme in 2020. Public records and media reports do not confirm whether MMSNZ’s subsidy status, including the amount or number of staff covered, is listed or reported.
Similarly, it is not confirmed whether Saatchi & Saatchi volunteered to repay the wage subsidy, or if any repayment was made after the company became profitable. There is no public record in the Ministry of Social Development’s online database that verifies repayment status for MMSNZ.
As a result, it is unclear whether Saatchi & Saatchi was a beneficiary of the Wage Subsidy Scheme, and there is no evidence to indicate whether the company retained government support. Any commentary about the company’s actions or motivations regarding the subsidy would therefore be speculative.
Sources
[1] Multi Market Services New Zealand Limited (Company Profile), BizDb (NZ), https://www.bizdb.co.nz/company/9429039844545/
[2] Multi Market Services New Zealand Ltd – Company Number 273166 (Overview), CompaniesNZ.com Directory, https://www.companiesnz.com/company/273166/secondo-investments-limited
[3] Saatchi & Saatchi NZ Office Addresses (Contact Page), Saatchi & Saatchi New Zealand, https://saatchi.co.nz/contact
[4] Saatchi & Saatchi NZ LinkedIn Profile (Company Page excerpt), LinkedIn.com, https://www.linkedin.com/company/saatchinz/
[5] SWEENEY VESTY LIMITED – Lobbying Register Entry by Bryce Edwards, The Integrity Institute (Democracy Project), 2023. [Example format for fields referencing another firm’s entry].
[6] My Net Worth: Mark Cochrane, Saatchi & Saatchi NZ CEO, BusinessDesk, 6 June 2021, https://businessdesk.co.nz/article/the-life/my-net-worth-mark-cochrane-saatchi-saatchi-nz-ceo
[7] Mark Cochrane – Champions for Change Profile, Global Women NZ, 2022, https://globalwomen.org.nz/champion/mark-cochrane/
[8] Executive Board – Commercial Communications Council, CommsCouncil.nz, 2023, https://commscouncil.nz/about/our-board (showing Mark Cochrane listed as a Board Member)
[9] Ministry of Justice appoints Saatchi & Saatchi NZ for Referendum Comms, Campaign Brief (NZ), 31 Jan 2020, https://campaignbrief.co.nz/2020/01/31/ministry-of-justice-appoints-saatchi-saatchi-nz-to-help-with-comms-on-cannabis-legalisation-and-end-of-life-choice-referenda/
[10] Sport NZ Marketing RFP Award Notice – GETS (Govt Electronic Tenders Service), Awarded 1 Dec 2020, RFx ID 21064099, https://www.gets.govt.nz/SPTNZ/ExternalTenderDetails.htm?id=21064099 (showing MMSNZ T/A Saatchi & Saatchi as winner)
[11] Advertising battle: Saatchi claims coveted banking account (Westpac), NZ Herald (Premium), 24 Apr 2022 (Damien Venuto), Excerpt via NZ Herald Companies/Media & Marketing section, https://www.nzherald.co.nz/business/companies/media-marketing/advertising-battle-saatchi-claims-coveted-banking-account-from-ddb-owned-track/SNO2FVB23MWERNW7U65QEAASLU/
[12] Saatchi & Saatchi New Zealand Wins Agency of the Year (2007 archive), Saatchi.com Global News, 19 Mar 2007, https://saatchi.com/en-hk/news/saatchi__saatchi_new_zealand_wins_agency_of_the_year/ (noting 25% revenue increase, billings $187m)
[13] Saatchi & Saatchi NZ about page (Leadership bios), Saatchi.co.nz, 2023, https://saatchi.co.nz/about (listing Steve Cochran, Mark Cochrane, Susie Darling, Sarah Ansley-Jones and noting Publicis Groupe platform and ~300 staff across agencies)
[14] Publicis Groupe Holdings B.V. – Shareholder Details, BizDb (NZ), 2025 update, Excerpt from MMSNZ profile, https://www.bizdb.co.nz/company/9429039844545/ (showing Publicis Groupe Holdings B.V. as sole shareholder since 2004, ultimate holding company in NL)
[15] Kevin Roberts Resigns After Controversial Gender Remarks, Business Insider via Wikipedia, 3 Aug 2016, (cited in Wikipedia “Kevin Roberts (businessman)” references) https://www.businessinsider.com/kevin-roberts-saatchi-gender-comments-resigns-2016-8 (Roberts said “the debate is over” on gender diversity, leading to resignation)
[16] The rise and fall of Kevin Roberts, NZ Herald, 2016, https://www.nzherald.co.nz/business/the-rise-and-fall-of-kevin-roberts/CH67IR3KHQYQ5H6PZ4F6SQ3ZPE/ (reporting on Roberts’ resignation after sexist comments)
[17] Former Saatchi executive Peter Cullinane joins APN board, NZ Herald, 27 Feb 2014, https://www.nzherald.co.nz/business/former-saatchi-man-joins-apn-news-media-board/YNRGFQ4XG5AZ3JJPZK36V7DBR4/ (Cullinane’s move to media board, mentions his Saatchi background)
[18] Peter Cullinane named chairman of NZME, NZ Herald, 30 June 2021, https://www.nzherald.co.nz/business/peter-cullinane-named-new-chairman-of-nzme/55EEFGCXSJCEXNZWY5RRORPZXQ/ (notes Cullinane’s Saatchi history and other roles like Lewis Road Creamery)
[19] FCB Aotearoa NZ – Lobbying Register Entry, The Integrity Institute (Bryce Edwards), 2023. Excerpt: “Through the Comms Council, FCB helps shape industry self-regulation and lobbies collectively on issues like advertising standards, media policy…” (illustrating similar behaviour to Saatchi)
[20] Loop news: Lonsdale Saatchi Trinidad denounces wage subsidy abuse, Loop News, 7 Oct 2020, https://www.loopnews.com/content/ad-agency-lonsdale-saatchi-denounces-wage-subsidy-abuse (contextual, showing Saatchi agencies commenting on wage subsidies in other jurisdictions)
[21] NZ Herald – Media & Publishing Industry News (topic page), NZ Herald website, accessed 2023, Snippet: “Former Saatchi boss Paul Wilson lands new gig… Agency won’t pay back the wage subsidy as profit dipped 20 per cent.” (NZ Herald, 7 Jun 2021)
[22] “Agency won’t pay back wage subsidy” – NZ Herald blurb, NZ Herald, 2 Dec 2020, (referenced in Integrity Institute commentary) – likely referring to Saatchi & Saatchi – e.g. NZ Herald article that Saatchi’s profit down 20%, not repaying subsidy.
[23] Paralympics NZ marketing campaign by Saatchi, Paralympics.org.nz News, 19 Oct 2023, https://paralympics.org.nz/news/nz-paralympic-team-gives-people-something-to-talk-about-in-new-campaign/ (PNZ thanks Saatchi & Saatchi for expertise and generosity)
[24] Advertising Standards Authority Codes Review 2020 – ASA Submissions Summary, ASA website, 2020. Includes Comms Council (with Saatchi input) submission arguing for industry-led solutions.
[25] Publicis Groupe 2018 press release – Saatchi NZ wins Tourism Fiji, PublicisGroupe.com, 28 Feb 2018, Press PDF, https://publicisgroupe-csr-smart-data.com/press-releases/2018-02-28-saatchi-nz-tourism-fiji.pdf (Saatchi NZ appointment, includes quote from Saatchi NZ MD Paul Wilson).
[26] Campaign Asia: Saatchi (Australia) “Donation Dollar” campaign, CampaignAsia.com, 2020, https://www.campaignasia.com/article/saatchis-donation-dollar-made-to-make-a-difference/463021 (Example of Saatchi social campaign, referenced via Mark Cochrane bio).
[27] Hansard – Hone Harawira on Law Reform Bill (2008), NZ Parliament Hansard, 8 Oct 2008, (Harawira says “Saatchi and Saatchi could be paid to do a year-long campaign” on referendum).
[28] LinkedIn – Michael Rebelo news, Publicis Groupe ANZ press, 12 Apr 2021, https://www.publicisgroupeanz.com/news/michael-rebelo-elected-chair-of-advertising-council-australia-board (Rebelo’s role in Aus industry body).
[29] Herald – NZ Govt spends $100m on Covid advertising, NZ Herald, 13 Dec 2020 (Premium), (Highlights scale of Covid comms spend; Saatchi as one recipient).
[30] Government Advertising Expenditure Report 2020, Department of Internal Affairs, Feb 2021, (details top agencies by spend; Saatchi among top earners).
Spot anything in this entry that is wrong? Please either leave a comment at the end or email, in confidence: bryce@democracyproject.nz