Saatchi & Saatchi Chairman and CEO (Europe, Middle East and Africa) Richard Hytner explains: "We're always looking for individuals with a flair for reinvention and who do things very differently. What Gail's done is innovative, distinct and entrepreneurial, so we're thrilled to hand this leadership role to her.
"Our clients value people who are inspirational, provocative and passionate. Gail has managed to house this type of talent to great effect."
Curtis, who founded the Old Shanghai agency with creative partner Glen James, and has steadily evolved it into the thriving agency it is today, will not be leaving the creation behind: the acquisition of Old Shanghai is part of the deal and it will operate independently under the Saatchi umbrella.
"Old Shanghai will be left to thrive independently. It will become a part of our overall family, but the only corporate parent the agency will have will be Gail herself.
Hytner adds: "We want to take the Old Shanghai model and experiment with it in at least one other market because we believe it has merit globally."
Winner of the Tony Koenderman award for long term achievement in the advertising industry - for innovation of the agency business model - Curtis is up to the challenge: "There's so much to be achieved with this move. The Saatchi group has had a low profile for a while, yet has produced some brilliant creative work on a solid client base with a strong management team.
"We need to redefine a purpose for the company in SA and take it forward. And to take it from a superior performing agency to one which is peak-performing. I feel the Saatchi brand has got what it takes - not necessarily to be the biggest - but to be great at what it does.
"Saatchi & Saatchi is an ideas company and it's part of the Old Shanghai strategy to think out of the box; making the two a recipe for furthering ideas generation."
Curtis says James and her are going to continue to build the legacy of Old Shanghai and take it into other markets, growing the brand and the philosophy of entrepreneurship that has made them so successful: "We will also be able to add creative depth to our offering with the new network of resources that we will have access to through Saatchi & Saatchi. We at Shanghai have a deep understanding of where the communications industry is going and we have a unique management model and service ethic that we've gotten right.
"I will ensure that the great entrepreneurial spirit that has grown Shanghai benefits Saatchi & Saatchi's transformation Saatchi & Saatchi is an ideas company. I believe in great ideas, thinking differently and creating new ways to reach customers, in taking ownership and being accountable together with the client. These ideals add value to the clients' business.
"It will be the first time an agency in SA with a corporate structure promotes an entrepreneurial spirit where people become accountable for producing results and start adding value to the brand and to clients' business. That means everyone generating ideas, to help clients create and sustain growth. This goes beyond the creative team."
Curtis recently returned from New York and London where she met with Saatchi & Saatchi worldwide CEO Kevin Roberts and Saatchi & Saatchi worldwide creative director Bob Isherwood. She will be bringing the ideas and tools she has garnered internationally back to SA to enhance the transformation plans she has for the local office.
