MC saatchi and graham fink

M&C Saatchi



Graham's entrance into the advertising industry was slightly unconventional.

After applying for a job at CDP (then London's top creative hot shop), Graham was told they were looking for a candidate with more experience. Undeterred, Graham returned the following day dressed up as an old man. They gave him the job.

In his days at CDP, Graham created some of advertising's most memorable images including Benson & Hedges and Silk Cut Campaign. Following CDP, Graham went on to hone his skills as a Creative Director at WCRS, Saatchi & Saatchi and GGT.

In 1995, Graham began directing commercials and music videos at the Paul Weiland film company. In 1996, he became the youngest ever President of D&AD (Design and Art Directors Association). He was subsequently voted into D&AD's 'Art Direction book' representing the top 22 Art Directors of all time.

As a true Renaissance man, Graham's award winning photography has been used in many advertising campaigns including Sony PlayStation's 'Blood' and 'Mental Wealth' poster campaigns. He also directed a short film ( Z ) for the Millennium, commissioned by David Puttnam which was shortlisted at BAFTA.

In 2001, he created thefinktank-a conceptual production company. In 2005, Graham became Creative Director at M&C Saatchi.

Over the years, Graham has won countless awards for his work including: Gold Lions, D&AD Pencils, Gold British Television Arrows, Gold Campaign Press and Poster Awards, and various others.

In his ‘spare time’ Graham runs what some have called Britain's most radical art school.

M&C Saatchi is founded on the principle of Brutal Simplicity

Brutal Simplicity is at the heart of everything we do. From creative thinking to creative work. From how we are structured to the systems we use. Brutal Simplicity runs through the culture of every single one of our offices, all around the world.

We create one word equity for brands using brutal simplicity of thought.

Brutal Simplicity in what we do

It's easier to complicate than to simplify. Simple messages enter the brain quicker and stay there longer. Brutal Simplicity of Thought is a painful necessity.

The strongest brands are the simplest.
The most valuable can be described in one word.
We provide our clients with the global ownership of one word.
One word equity requires Brutal Simplicity of Thought.

Once we have found and tested the word, we spread the word. Across borders and disciplines.

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Brutal Simplicity of structure

Our structure is built around one word equity. All our offices in all disciplines are focused on the word. Nothing else gets in the way. 16 offices; 11 countries; 8 disciplines; one word.

Brutal Simplicity in our culture

Our offices were born not bought.
We are the youngest worldwide network.
We have the same spirit everywhere.

The spot is based on an insight that our brain tricks us into thinking a smaller object is further away than it really is – causing drivers to misjudge how soon a motorcycle will reach them. The ad aims to encourage drivers to give motorcycles more time before pulling out.

The ad asks people to re-appraise their current perception of price comparison websites by reminding them that these sites are ‘middlemen’ and certain Direct Line car insurance benefits are only available direct.





To encourage manual workers of Britain to reach for Lucozade Energy when they suffer an energy lull at work, by reminding them what can happen when they lose their edge.