In the world of heavyweight marketing agencies, Saatchi & Saatchi is certainly holding its own in the ring, and then some.

This is why, when I came across a little video on YouTube giving an insight into the Saatchi & Saatchi process on a particular project, I was very intrigued.

The client? Brazilian drinks brand Sagatiba. The mission? To come up with a stunning and memorable campaign which encapsulates the ‘spirit’ of their spirit.

What ensues, as you will see, is a great deal of brainstorming and, most importantly, a great deal of listening to the client.

This video provides a fascinating insight into how things are done at one of the world’s leading agencies, and gives a glimpse into the minds of Saatchi & Saatchi’s conceptual copywriters. Enjoy!

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