Brutal Simplicity of Thought allegedly presents the creative philosophy of M&C Saatchi—defining the way the company works and the work it produces. According to the self-hype, the book “outlines some of the ideas we feel best represent our philosophy.” The content on pages 36-37 asks, “How do you wage war without violence?” The answer is a salute to the vision of Dr. Martin Luther King, Jr. Does Saatchi & Saatchi really believe the spirit of MLK represents the agency’s philosophy? You wouldn’t know it by examining the organization’s lack of diversity. The brutal and simple truth is that advertising agencies love to praise MLK, but completely fail to embrace his philosophy.
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