Author Archives: Kevin Roberts

Create It and They Will Come

by Kevin Roberts I’ve been amazed by the global enthusiasm for the iPhone apps that continue to proliferate around the world. Creating an app is as simple as thinking of something useful. It’s the modern day inventor’s route to riches, and the modern day consumer’s lifestyle compressed onto a small device. The creativity just keeps on coming, and it has ...

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Brand America Is Ba(ra)ck

Susquehanna River, Asylum Township, Bradford County, PA by Kevin Roberts I’ve written in April and June this year on Brand America, which had became deeply unpopular through the decade. I had put my case for new actions and new messaging to The Pentagon through to Paper magazine. I tell people that what made the USA great is still there in ...

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Obviously You Feel the Love

by Kevin Roberts Don’t you love it when scientists come out with studies proving the completely obvious? The advertising industry is not immune from such studies, as the American Association of Advertising Agencies has recently released a paper entitled: “Why You Need to Incorporate Emotional Messaging Into Your Marketing Communications.” It states “Recent studies have proven that emotional advertising is ...

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School is Out

by Kevin Roberts It sometimes feels like I’ve run the full gamut of school-related experiences – from being kicked out of school at 17, to being invited back as a Governor. I frequently speak to students at universities around the world, but having an eternally curious granddaughter like Stella in my life has piqued my interest in the way primary ...

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Future of Shopper Marketing

by Kevin Roberts The Sam Walton Business School at the University of Arkansas is on our calendar every October because of the superb annual conference run by the Center for Retailing Excellence. Andy Murray, Global CEO of Saatchi & Saatchi X, was a founder of the conference, and this year a keynote speaker. His subject was “the future of shopper ...

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Do Ten Things, Do 100 Things

Ikea OGLA chair – made from 100% post-consumer plastic waste by Kevin Roberts I wrote a few weeks ago about Do One Thing, the Saatchi & Saatchi S initiative to personalize sustainable actions. Real change requires a ground swell of action, but as companies we can take decisive steps that have impact. Walmart recently discontinued issuing paper checks to its ...

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150,000 Good Ideas

by Kevin Roberts Ideas are the currency of the future and can come from anywhere, and Google probably knows this more than anyone right now! To help celebrate their 10th birthday, Google invited people to submit their ideas to help make the world a better place for everyone with their special “Project 10 to the 100th.” 150,000 ideas were sent ...

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A Billion Views Cannot Be Wrong

by Kevin Roberts TV will never die, YouTube will never kill it. YouTube (or its future manifestations) will never die either, TV will never kill it. We’re in the world of and/and, where possibilities are not mutually exclusive and creative exposure is based on merit. A couple of weeks ago, YouTube hit a billion views a day, and the inevitable ...

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The Participation Economy – Part 2

by Kevin Roberts I like to think of good ideas having a theme song. For the ‘Participation Economy‘ maybe it would be “Come Together” by The Beatles. But the manifestation of that spirit and energy has to be embodied by the current world tour by U2. It’s a lesson in participation with scale. Stadium shows of yesterday were known to ...

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The Participation Economy – Part 1

T-Mobile – ‘Life’s for Sharing’ Dance campaign by Kevin Roberts I was recently contacted by a journalist to talk about the Attraction Economy. What bad timing. I’ve moved on. From our experience with the T-Mobile “Life’s for Sharing” campaign, a new shift is taking place. We are entering the age of the Participation Economy. When watching or approving anything we ...

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