From Maurice to Maurice (Saatchi to Levy that is)

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1967--Ross Cramer and Charles Saatchi leave London's Collett Dickenson Pearce to form their own advertising consultancy, CramerSaatchi.

1970--Mr. Cramer leaves CramerSaatchi and is replaced by Mr. Saatchi's younger brother, Maurice, as the company becomes a full-fledged agency named Saatchi & Saatchi. The shop announces its arrival with a page ad in the London Sunday Times.

1973--Saatchi & Saatchi makes its first ad agency acquisitions, including E.G. Dawes and Notley Advertising.

1975--Saatchi & Saatchi posts a profit of 400,000 pounds on the strength of work for Schweppes, British Leyland and Gillette-Braun. Merges with Compton Partners in a reverse takeover, creating Saatchi & Saatchi Garland-Compton and gaining access to Compton's Procter & Gamble Co. account.

1978--Saatchi & Saatchi's "Labour Isn't Working" campaign for the Conservative Party earns widespread acclaim as Margaret Thatcher and her party win control of Parliament.

1982--Saatchi & Saatchi wins British Airways account.

1982--Saatchi & Saatchi acquires Compton Advertising outright for $57 million, gaining a presence in the U.S.

1984--Saatchi & Saatchi continues to build its U.S. presence, buying the McCaffrey & McCall agency, market research company Yankelovich, Skelly & White, and Hay Group management consultants.

1985--Saatchi & Saatchi acquires 13 companies, including PR agency Rowland, sales promotion and merchandising firm Howard Marlboro Group, and brand identity specialist Siegel & Gale.

Late 1985--Martin Sorrell, Saatchi & Saatchi's chief financial advisor, leaves the agency to head WPP Group.

1986--Saatchi & Saatchi acquires Ted Bates Worldwide for $450 million. The company also buys the Dancer Fitzgerald Sample and Backer & Spielvogel agencies.

1987--Saatchi & Saatchi tries to buy J. Walter Thompson Co., only to be outbid by WPP Group.

1989--Saatchi & Saatchi's 19-year streak of profit growth sinks as the company posts earnings of $37 million, compared to $244 million the year before. Mr. Sorrell's WPP overtakes Saatchi & Saatchi as the world's largest advertising company.

1990--Charged with turning the company's fortunes around, Robert Louis-Dreyfus takes the chief executive post at Saatchi & Saatchi.

Late 1994/early 1995 -- After an ongoing dispute with shareholders -- led by U.S. money manager David Herro -- over the management of the company, Maurice Saatchi is dismissed as chairman by the company's board.

1995--Charles Saatchi resigns from his honorary position as president-for-life of Saatchi & Saatchi. Executives David Kershaw, Bill Muirhead and Jeremy Sinclair later resign in solidarity with the Saatchis, setting off a flurry of lawsuits.

1995--To disassociate itself from its ousted founders, Saatchi & Saatchi renames itself Cordiant.

1995--The Saatchi brothers and Messrs. Kershaw, Muirhead and Sinclair open a new agency -- eventually named M&C Saatchi. The shop nabs such former Saatchi & Saatchi accounts as British Airways and Qantas Airways. Maurice Saatchi pitched the BA account with Publicis head, Maurice Levy.

1995 -- Maurice Saatchi announces an international alliance between Paris' Publicis Communications and his new agency.

1996--After years of close friendship with the Conservative Party, Maurice is named Lord Saatchi by Prime Minister John Major.

1996--Saatchi & Saatchi is named Agency of the Year at the International Advertising Festival in Cannes.

1997--Cordiant "demerges" to form two separate companies, Saatchi & Saatchi and Cordiant Communications Group. In the process, Saatchi & Saatchi retains 50% of its media arm, Zenith Media. Colorful New Zealand brewing executive Kevin Roberts is named CEO of Saatchi & Saatchi.

1999-- Saatchi & Saatchi's creative hothouse, Cliff Freeman & Partners, New York, buys its independence from the agency.

2000--Publicis purchases Saatchi & Saatchi in a $2 billion friendly takeover, creating the world's fifth-largest advertising company.

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