M&C Saatchi launches Lord Maurice Saatchi’s ‘Brutal Simplicity of Thought’ book in Australia

M&C Saatchi Sydney was the first of the Worldwide offices to today launch a book that celebrates the agency’s driving principle: Brutal Simplicity of Thought.

All 360 agency staff found a copy of the elegantly-designed book on their desk this morning and will gather over drinks later today to view a video introduction of the book from its author, agency founder Lord Maurice Saatchi.

M&C Saatchi’s London headquarters will launch the book with an exhibition at the V&A museum, featuring replicas of items highlighted in the book and a preview of the Brutal Simplicity of Thought art exhibition that will run as part of the London Design Festival.   

The book is a celebration of moments when Brutal Simplicity of Thought changed the world, and a reminder that Nothing is Impossible. Its aim is simple – to leave you happier at the end than at the beginning.

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VIEW A PDF OF THE TEASER: Brutal Simplicity of Thought Book.pdf

Simplicity looks easy. It’s not. It’s easier to complicate than simplify. This book presents stunningly simple examples of concepts that have changed the world – from the single piece of paper that gave birth to the most powerful nation in the history of the world, to the symbol and line that enables us to write music.  

Other examples chronicled in the book: How did two wheels emancipate women? How can a caterpillar change the world? How did one good turn make the paper clip? How can a pie save thousands of soldiers’ lives?

Unlike other works written by agency founders, Brutal Simplicity of Thought is neither a How-To book nor a How-I-Did-It book. Instead, it aims to make us to see everything afresh.

Thought-provoking and incisive, Brutal Simplicity of Thought is the distillation, in words and pictures of the M&C Saatchi approach.  

Maurice Saatchi and his partners first founded M&C Saatchi, the world’s largest independent network of advertising agencies, on the principle of the Brutal Simplicity of Thought.  This permeates the culture, philosophy and structure of one of the world’s best-known corporate brands and its philosophy is instrumental in shaping the creative work produced by the agencies.