Saatchi & Saatchi's Roberts: Getting to the Future First
Episode Description
Kevin Roberts has been CEO Worldwide of Saatchi & Saatchi since 1997, and in the space of 11 years has cemented the ad agency's reputation as one of the most successful and creative companies in the industry. Among Saatchi & Saatchi's clients are Procter & Gamble, General Mills, Novartis, Toyota, JC Penney and the New York State Department of Economic Development. Roberts, who travels the world for the New York based company, is perhaps most well known for an idea he came up with called "lovemarks" -- which means creating a brand for which the consumer has "loyalty beyond reason." Before joining Saatchi & Saatchi, Roberts worked for Mary Quant Cosmetics, Gillette, Procter & Gamble and Pepsi-Cola. An edited version of the conversation follows.
Brief Summary
Kevin Roberts discusses love marks, emotional branding, and marketing strategies in this episode.
Key points
- The Birth of Love Marks. Kevin Roberts shares how the concept of love marks emerged from a moment of desperation.
- The Consumer is Boss. Roberts discusses the shift in power from brands to consumers, emphasizing the need for companies to adapt.
- A Bold Marketing Stunt. Kevin Roberts recounts a dramatic presentation where he shot a Coke vending machine to energize his team.
- Reviving a Flagging Company. The decision to keep the old team for two years was counterintuitive but strategic.
- The Best Ad Campaign. Aussies don’t give up was a dynamic campaign that resonated.
- Why New Zealand?. The cultural fit and values of New Zealand appealed to the speaker.
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Episode highlights
- The Birth of Love MarksKevin Roberts shares how the concept of love marks emerged from a moment of desperation.“Love marks were born out of desperation and fear.”3:10Apr 2, 2008
- The Consumer is BossRoberts discusses the shift in power from brands to consumers, emphasizing the need for companies to adapt.“The consumer is boss.”7:04Apr 2, 2008
- A Bold Marketing StuntKevin Roberts recounts a dramatic presentation where he shot a Coke vending machine to energize his team.“I brought on a big Coca-Cola vending machine and blew it to pieces.”17:41Apr 2, 2008
- Reviving a Flagging CompanyThe decision to keep the old team for two years was counterintuitive but strategic.“I thought it would be better to work with people who didn’t know about advertising.”20:52Apr 2, 2008
- The Best Ad CampaignAussies don’t give up was a dynamic campaign that resonated.“Aussies don’t give up XXX for any other logger.”22:31Apr 2, 2008
- Why New Zealand?The cultural fit and values of New Zealand appealed to the speaker.“It was like being transplanted into a place that the southern upper class hadn’t ruined.”24:47Apr 2, 2008
