M&C Saatchi has announced its purchase of a minority stake in THAT, a creative shop which offers non-traditional strategies for clients.

M&C Saatchi Worldwide has purchased of a minority interest in THAT (Technology, Humans and Taste), a creative shop on Canal Street whose non-traditional approach has attracted brands like Nike, Michael Kors, IBM, The Kraken Rum, and DKNY, among others.

Delivered via its proprietary Creative Dim Sum methodology, its strategy entails a series of workshops in a dinner party setting which inspires collaboration between subject matter experts, professional creatives, and brand executives to drive breakthrough thinking.

The result is presented to clients as a menu of 25 strategic creative ideas, which the agency and its clients shape into bespoke campaigns. Recent examples include an augmented reality app to transform the big-box shopping experience and an interactive film for one of the country’s top retailers that invites kids to test toys.

THAT will work with the M&C Saatchi agency hub in New York, SS+K, to drive performance across the North American division of the network. The firm is known for its work as AOR for the Obama campaigns, the development of LiveStrong’s yellow band, and more.

This investment will help the boutique agency scale rapidly and bring its innovative creative process to more clients looking for modern marketing solutions.

“THAT has a completely new approach that nets consistently unique ideas. We are confident that bringing them into the network will push us to stretch creatively and bring truly modern solutions to our clients,” said Moray Maclennan, Worldwide CEO at M&C Saatchi.

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