Saatchi & Saatchi

Charles was the artist, Maurice the business whiz. They were a pair of Iraqi-born, Jewish brothers with an easy-to-remember last name, which, with the addition of an ampersand and their peculiar genius for publicity, quickly became the most recognizable in advertising. Theirs was one of the phenomenal success stories of the 1980s. Saatchi & Saatchi: The Inside Story offers a ringside view of the brothers' precipitous rise and fall. A series of high-profile successes - beginning with the startling Pregnant Man poster and including a now historic campaign against the British Labour party, which was instrumental to Margaret Thatcher's election in 1980 - as well as aggressive global expansion, made Saatchi & Saatchi, by the mid-1980s, "arguably the most powerful force in advertising" (New York Times) and indisputably the world's largest advertising agency. The Saatchis, however, had dipped greedily into the sea of cash and credit that their enormous profits and the financial climate made readily available. The agency was bloated and over-expanded by October 1987, when it ran smack into the Black Monday stock market crash, and even then the company still tried to keep full speed ahead. By February 1995, Charles had left and Maurice had been thrown out, essentially for continuing to live it up, eighties style: driving flashy cars, insisting on lavish offices decorated with the most fashionable art, living in a castle, throwing tremendous parties, indulging in fine cigars. Alison Fendley traces Saatchi & Saatchi from its beginnings to the founding of a new agency, M&C Saatchi, by the Saatchi brothers and many of their most vital lieutenants from the old company.