In 1995 Maurice, Charles and some close friends left Saatchi & Saatchi to start a new agency, M&C Saatchi.

The new agency was international from day one, with offices in five countries and two global clients, BA and Qantas.

The founding principle was Brutal Simplicity of Thought, based on the thinking:

It is easier to complicate than to simplify. Simple messages enter the brain quicker and stay longer. Brutal Simplicity of Thought is therefore a painful necessity.