Saatchi plays name game

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Maurice Saatchi's campaign to wrest his surname away from Saatchi & Saatchi Advertising so that his M&C Saatchi agency can be the only true Saatchi has resurfaced. London's Independent newspaper on Sunday reported that Mr. Saatchi had offered to buy the name from Cordiant, Saatchi & Saatchi's parent, and, in return, not take any more clients or staff from his former agency.

"As I understand it, he does want the name back and he's not going to get it," an irritated Cordiant spokesman said Monday. "The name belongs to the company and its shareholders." He said Mr. Saatchi has not approached Cordiant with a formal offer. "If, as one reads, Maurice Saatchi wants Cordiant to give up the name Saatchi, why doesn't he write to the company and ask so we can formally say no and stop wasting each other's time?" he said, adding that Cordiant is not making any effort to get Mr. Saatchi to stop using the Saatchi name at his new agency.

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