While for some, Identica is sort of perpetuated as ‘the empire of Michael Peters’, which created the famous Russian Standard Vodka, the company nowadays has evolved to become a dynamic and diverse growing structure with rich multidisciplinary offer and refined positioning as guru of brand icons. Richard Morris, Managing Director of Identica, tells about what the agency is strategically up to, explains what is a brand icon and how his team manages to ‘create, evolve and restore’ them and why they closed down the Moscow office 3 years ago.

This Christmas Saatchi & Saatchi is giving an alternative kind of gift, which harnesses the creativity within the Network. We have invited musicians and bands working at Saatchi & Saatchi offices around the world, to create original songs for a Holiday album, as our offering to clients and friends globally. In keeping with the Saatchi & Saatchi philosophy of creating not copying culture, we are tapping into the abundance of talent within the Network, that exists outside of our day jobs.