M&C Saatchi Mobile operates as a separate unit, but its mobile duties fit well with the company philosophy of
"brutal simplicity of thought," Senior Vice President Eric Mugnier says. "On mobile, you have to be relevant because the messaging is smaller ... and the time a user spends on any given app or other element will be shorter. So you need to be smart in the way you display those and the way you communicate. You need to simplify and get to the point you want to make," he says.