Maurice Saatchi's now a marketer

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[London] After a lifetime of building up other people's brands, Maurice Saatchi and other advertising executives at M&C Saatchi are forming a company called Saatchinvest to buy the small brands big multinationals are shedding as they concentrate on their megabrands.

According to public documents, the private limited company Saatchinvest was incorporated in the U.K. last October, with four directors: Mr. Saatchi, David Kershaw, William Muirhead, Jeremy Sinclair and Andrew Leek as company secretary. Mr. Leek, who will be managing director of Saatchinvest, a spokesman confirmed, was involved in an attempt by U.K. private equity group Alchemy Partners to buy Rover Cars.

According to a report in the Financial Times, Saatchinvest is in negotiations to buy a majority stake in two nutritional brands being divested by H.J. Heinz Co.

Another public document indicates that Saatchinvest has its eye on Complan, a nutritional drink familiar to residents of U.K. nursing homes and people in some Third World countries, and the fitness product Casilan.

On March 17 this year the company Saatchinvest (Complan & Casilan) was formed in the U.K., according to public documents.

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