M&C Saatchi PR said it would actively seek new clients in areas that hold the most interest for employees, and "empower them to bring in the business they want to work on". The agency said it has surveyed staff about their passions, which will help dictate target clients.
In what it claims is an industry first, the agency has developed a training programme called INtuition, which is a year-long company-wide personal and professional development syllabus delivered with the School of Communication Arts.
From 2016, staff will also get an additional day of leave, called a 'Passion Day', to "explore their personal passions before sharing the experience with the rest of the global business".
M&C Saatchi PR has launched a new global website to coincide with the changes, which include a new slogan for the agency - 'Driven by Passion' – and three new values: fearless, flawless and free.
The agency said the changes marked its "next phase of development on the global stage".
A division of marketing services group M&C Saatchi, the agency launched in London five years ago and now has 10 offices across Europe, Asia-Pacific and the Americas. Global CEO Molly Aldridge told PRWeek the focus now was consolidation rather than new openings, although admitted it was a case of "never say never".
Aldridge said: "We’re a close-knit agency without cultural or geographical boundaries or silos, which is why we have developed one single focus for our worldwide business.
"We have focused inwards on the development of our new proposition, looking at who we are as people, who our client base is and what it says about us, and who and where we want to be in the next five years. M&C Saatchi PR is ensuring passion stays at the heart of the agency as it continues to grow worldwide. It’s what has allowed us to grow so quickly and will remain a point of difference in our global PR offering."
Speaking to PRWeek in September, M&C Saatchi CEO David Kershaw said M&C Saatchi PR and sister PR agency M&C Saatchi Sport & Entertainment experienced "healthy double-digit growth" in the first half of 2015.