Digital agency M&C Saatchi Mobile is repositioning as M&C Saatchi Performance, a move it says reflects a shift in the demands of both clients and consumers across the globe, driven by hyperconnectivity.

The agency launched in 2006, prior to the smartphone revolution, and has been at the forefront of the rise of mobile, winning more than 20 agency and campaign awards. As M&C Saatchi Performance, it will aim to deliver performance marketing services to help brands grow in the hyperconnected age.

With figures from Ericsson predicting more than 31bn internet-connected devices by 2020, the way people work, shop, travel and engage with friends and family is all changing. The firm is hoping that through scientific analysis of data, behavioural insights and expert understanding of performance marketing, it will enable brands to continue precisely targeting audiences and delivering the right message, at the right time, on the right device.

“M&C Saatchi Performance is a logical move for the business and more accurately reflects what weve been doing for the last 12 years,” said James Hilton, global CEO of M&C Saatchi Performance. “Hyperconnectivity has impacted how brands connect with audiences in the digital landscape, moving from device-specific to device-agnostic, which has driven the need for us to adapt and evolve.

“We are excited to build on our mobile legacy and provide best-in-class performance marketing services to deliver busienss growth for our clients.”

“M&C Saatchi Mobile have played a significant part in the M&C Saatchi Group,” said Moray MacLennan, CEO of M&C Saatchi Worldwide. “Their understanding and analysis of consumer data has put them at the forefront of the industry, revolutionising the way audiences are targeted through digital advertising. M&C Saatchi Performance is perfectly positioned to drive measureable growth for brands and we are thrilled for James and the team to start the next phase of the journey.”