Ace Saatchi & Saatchi launches five specialist hubs to tackle complex brand challenges

Ace Saatchi & Saatchi has reorganized itself around five specialist hubs, a structural shift that reflects a fundamental change in what clients now expect from their agencies. The move, announced in October 2026, signals that the old model—where an agency excelled at one thing and clients pieced together the rest—no longer works. Brands today want partners who can diagnose what's broken, understand the full scope of the problem, and assemble the right combination of creative thinking, technology, and execution to fix it.

The agency has spent years quietly accumulating capabilities across brand building, social content, digital solutions, performance marketing, design, and AI-enabled creative work. What was once scattered across departments now has a name and a structure. Mio Chongson, the agency's President and Chief Operating Officer, framed the shift plainly: clients' expectations have moved beyond creative vision and aesthetic judgment. They want to see distinct capabilities that move the needle on business outcomes.

The five hubs each address a specific pressure point. Lemonade focuses on digital growth and transformation, building connected systems around measurable business needs—pulling together performance marketing, search, commerce, and intelligence to unlock growth across a brand's digital ecosystem. Scrollhouse is the content factory, built to produce work at scale designed to stop scrolling and turn passive audiences into active participants in an attention economy that fragments by the day. Designery handles the strategic and craft side of brand identity, creating systems that work consistently across every touchpoint a customer might encounter. Brandstone serves as the consultancy layer, using research and strategy to show brands what's shifting in their market and what they must become to win. Airie, the newest addition, pairs human creative judgment with AI-enhanced systems and workflows, letting brands explore more possibilities and produce more efficiently without sacrificing the distinctive taste and craft that separates good work from forgettable work.

What distinguishes this reorganization from a simple rebranding is the integration. These five hubs operate as a single ecosystem under the Ace Group umbrella, which means clients get access to deeper expertise without managing multiple vendors or navigating the friction that comes with stitching together separate agencies. A brand working on a transformation project can move seamlessly from strategy to identity design to content production to performance optimization, all within one operating structure.

The timing reflects a market reality: marketing itself has become too complex for single-discipline shops. Brands face constant disruption, competition from every direction, and the need to reinvent their marketing approach almost as fast as the platforms they use change. The old agency model—hire the best creative minds, let them do their thing—no longer answers the question clients are actually asking. They want to know how the work will drive growth, how it will perform, how it will scale, and how it will adapt as conditions shift. By organizing around these five distinct capabilities and binding them together operationally, Ace Saatchi is positioning itself to answer all of those questions without forcing clients to become project managers across multiple relationships.