Golden Ideas

CONTEXT

SCOPEN, the international benchmark consultancy in the advertising industry, celebrates the 30th anniversary of The Partners Book in 2025 by commissioning M+C SAATCHI to create this special edition.

We wanted this milestone edition to pay tribute to the agencies that, with their own unique style, transform daily work into revolutionary ideas.

Each agency is portrayed as a hen — a symbol of passion and relentless effort — that, with every flap of its wings, lays a golden egg: the tangible result of hard, committed work. That’s why the cover captures the spirit of a hen that refuses to give up until it lays the most precious egg, reminding us that creativity demands both inspiration and perseverance. Because in the creative world, the path to brilliance is never easy…

SPECIAL PACKAGING

To elevate the experience of receiving The Partners Book, we designed a premium egg carton: die-cut, with a natural texture, and custom-made to house this very special 30th anniversary edition. A limited release, delivered exclusively to the most relevant media agencies in the industry.