Some more Brutal Simplicity from M&C Saatchi

The Saatchi brothers Charles and Maurice have been famous for their aphoristic pizazz through the ages – ‘nothing is impossible’ etc – and now their latest manifestation M&C Saatchi (which today reported a 46 per cent jump in half-year profits to £7.1m) has produced a book, Brutal Simplicity of Thought, that lays bare Saatchi-ish wisdom.

It’s a called (with typical ambition) ‘a self help manual for anyone who wants to change the world’ and should help to lure in the odd, intrigued new client.

Charles is no longer involved in the agency of course but Maurice is and, with typical well-connected Lord Saatchi flair, it’s being launched this week week at the V&A museum in London with a challenge that invites punters to improve it for the second edition.

They’ve also produced this neat little video which includes gems like ‘how do you make war without violence’ and ‘how do you draw like a child.’

It also includes ‘what lay the foundation for a skyscraper’ which is hardly the kind of grammar (or brutal simplicity of meaning) you expect from his lordship. Maybe it’s deliberate but why?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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