Kevin Roberts
The energy level went up in the room here at the World Business Forum when Kevin Roberts, CEO of one of the worlds leading creative agencies, Saatchi & Saatchi, stepped onto the stage. From the videos he showed (see below), it is clear they really have down the formula for eliciting memorable emotion in advertising campaigns.
One of his first points was the progression of the whole marketing landscape. We have moved from an attention economy, where an ad’s role was just to get your attention, to the attraction economy where we are now. From here, he posited our future as the participation economy. More and more, people want to be active in the market, not just be fed what they should think and do. Pull, not push.
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