Saatchi & Saatchi launches B2B operation to bring a people-focused approach to B2B marketing

Saatchi & Saatchi London has relaunched its business-to-business communications practice with the launch this week of Saatchi & Saatchi Pro.

The new agency, formerly Saatchi Masius, plans to bring a people-focused approach to B2B marketing.

The rebranded Saatchi & Saatchi pro will be working on breaking down conventional business communications ingrained in B2B, and will focus on using creativity to target the individuals and teams behind-the-scenes and combine this with digital and data expertise.

The goal is to help companies navigate complex market changes, including the rapidly changing B2B marketing landscape.

As part of the transformation, the agency has hired a new executive creative director, David Curzon, and Beth Freedman as head of client services.

With a strong digital background, Curzon joins from 360i Europe where he was responsible for overseeing the creative department and its output, and driving a fully integrated approach. Previously, Curzon was an associate creative director at DigitasLBi and has worked at a number of creative agencies both in London and LA, including WCRS, Fearlessly Frank and the Viral Factory. At 360i he worked on the #LidlSurprises and The Lidl Social Price Drop campaigns.

Freedman has worked at Publicis Groupe agencies since 2010, spending time at Fallon Minneapolis, Fallon London and Saatchi & Saatchi London before joining Saatchi & Saatchi pro as head of client services. Her experience includes more than a decade of media planning and buying before her transition into creative account management, which has served as inspiration for the data-driven, media neutral approach, which she and Curzon have teamed up to institute at Saatchi & Saatchi Pro.

Saatchi & Saatchi Pro has also won the Vaillant Group UK account from incumbent, McCann Enterprise after a two month competitive pitch. The agency’s first work, which will include the company’s first B2C campaign in several years, is scheduled for launch in late 2017.