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In late 1994, Herro expressed his view (and that of his associate shareholders) to the Board of Saatchi &amp; Saatchi PLC that Maurice should be dismissed as chairman due to his tardiness in reducing costs by maintaining expensive corporate offices at Berkeley Square for too long; Maurice's expressed intention to perhaps launch a takeover/partial takeover; his insistence on a new incentive/option plan which Herro saw as structured to Maurice's favour. In December 1994, the Board succumbed to shareholder pressure and sacked Maurice as chairman. Within a month senior executives Jeremy Sinclair, Bill Muirhead, David Kershaw, Moray McLennan, Nick Hurrell, Simon Dicketts, and James Lowther would all also resign and join Maurice Saatchi in a new business which would become known as M&amp;C Saatchi. Charles Saatchi, other Saatchi staff and some consequential clients would follow including Gallaher Group, Mirror Newspapers, the retailer Dixons and after a competitive pitch, British Airways.