Daniel Ioannou



21 Years of M&C Saatchi


Print & Publication


1995. The year two guys in a hotel room, with two clients – Qantas and British Airways – and the funding of a personal credit card launched M&C Saatchi Australia. Although industry pundits gave the pair less than 12 months, 21 years later M&C Saatchi continues to be a leading force in Australian advertising. A landmark anniversary in anyones life, let alone that of an agency navigating the ever undulating commercial creative landscape, 21 years called for an apt celebration. Re: and M&C Saatchi set about compiling an anthology to showcase some of the best work the agency has set free into the world. The black and white aesthetic, now synonymous with the agency’s ethos of brutal simplicity, was employed to make this a bold, shelf-worthy piece of print. The limited edition book was edge printed and vacuum sealed so as to not give away what was inside, yet hint towards the significance of the contents. Sealed in a nickel coloured wrap, symbolic of the 21st anniversary, the block black un-printed cover brought an understated air of intrigue. And with just 1000 copies printed, the final piece was a fitting compilation for such creative heavyweights.

Studio — Re Sydney
Client — M&C Saatchi Australia

Creative Director — Colin Cornwell

AGDA Design Awards 2016
Finalist — Identity: Brand Expression
Finalist — Identity: Self Promotion
Finalist — Publications: Book (entire book)