Saatchi and Saatchi CEO Kevin Roberts reveals that Lovemarks, allegedly written by him and out for three years running, is not actually a book but a “new-business development tool” according to AdAge in a video interview. Indeed, what appears to be text on sheets between bound paper to all who encounter it is actually the elaborate first phase of a 10-year scheme to refurbish the ethos and image of the Publicis Groupe agency, according to Roberts.
The confession comes just in time for phase two of the zany scheme which also appears in chimerical book form: The Lovemarks Effect: Winning the Consumer Revolution. This too is part of the effort to change S and S “from an ad agency to an ideas company to become the Lovemarks company,” explains Roberts.
Ironic how much changes from high school, when the last thing you want is to be known for your lovemarks. Clearly Saatchi and Saatchi is onto something we aren’t.
