We have transformed for the Age of Now.
You may have known us for doing big TV for P&G; or putting Margaret Thatcher in power, or the Pregnant Man.
Today we are a fully integrated digital, social, mobile network, a 21st Century connected, collaborative, in-touch agency – and our work for P&G is more likely to be YouTube, Vine and Instagram.
We’re doing this kind of work for our leading Network Clients:
- Toyota
- Lexus
- Procter & Gamble
- General Mills
- Lenovo
- T-Mobile/EE
- Walmart
- Visa
- HSBC
- Mondelez
- Coca-Cola
- Diageo
- Novartis
- Mead Johnson
- Carlsberg
5 ways we have transformed
New Ambition:
80 countries/130 offices/6000 people equals The Lovemarks Company. Emotion (not data) is the fundamental connection. Emotion leads to action.
Emotion generates premium returns and loyalty beyond reason.
In 2014 Lovemarks is expressed as our ambition to make the world’s most loved and most shared work.
The Age of Now consumer cycle is See it; Search it; Shop it; Share it. We’ve retooled around all points of this cycle with new capabilities – via new talent, acquisition and partnering – in digital, analytics, social and mobile, to add to our strengths in stories (film), strategy and shopper.
In a VUCA world (Volatile, Uncertain, Complex, Ambiguous), we’re driving to superVUCA (Vibrant, Unreal, Crazy, Astounding)
via IQ, EQ, TQ and BQ.
New People/Leadership:
Creative: Pablo new Worldwide Creative Director.
New York: A new top team, Brent Smart and new CCO Jay Benjamin, Tom Eslinger. Smart has transformed NY; Walmart a big win; senior digital hires.
Toyota / Lexus: Kurt Ritter, Chuck Maguy and Paul Mareski with Chris Graves and Margaret Keane leading the Toyota/Lexus wave.
EMEA: Robert leading, Justin operating; London win Direct Line; Outside Line acquisition and integration; Italy AOY
AsiaPac: Chris helming: Michael Lee (China creative AOY); India L+K.
Shopper: Dina leading world’s most awarded shopper marketing agency, now fully integrated with regional and local office operations
LatAm: Brazil a jewel in the crown, Argentina a creative machine, top five in Gunn Report, way ahead of the curve from integrated POV.
1. New Content
- New Love: we don’t have a creative brief or an ideas brief, we have the Path to Love
- What is the real business problem?
- Who do we want to fall in love with the brand?
- What is the revelation?
- The Strategy:
- What are the reasons to love?
- How will this engender loyalty beyond reason?
- The creative solve
Loveworks book:
- Shows how companies like P&G, Toyota, Visa, General Mills and Diageo have won, through applying Lovemarks theory.
- Shows that Lovemarks thinking works. Outlines the roadmaps followed by brands to achieve Lovemarks status.
- 20 case stories from clients and markets worldwide in widely varying categories: Swiffer, Guinness, UNICEF, Camry, SKOL, Pampers, Cheerios, T-Mobile, Reebok, Lenovo, Lexus, Safeguard, The Ritz-Carlton, Miller High Life, Toyota, Visa, Nike, Trident, BGH.
- New Mediums: Full deployment of YouTube, Facebook, Twitter, Instagram.
Duracell, in the low involvement battery category, gets more buzz and views in the lead up to the Super Bowl than Nike. 23 million views on YouTube. Prime time television coverage.
Expertise in mobile, the fastest-growing arena of marketing – and mobile marketing’s four keys: Mobile, Intimate, Social, Transactional.
MIST is needed for any mobile app, website, AR project, game or texting campaign to reach its full potential.
75% of the world’s population having access to a mobile phone.
29% of mobile owners can’t live without them.
There will be 64 million wearable technology devices by 2017.
– Chase for the Charms: Lucky Charms turned adults into kids to sell a kids’ cereal to adults, 42% increase in sales in the first week alone.
– Saatchi NY just designed a free rich mobile game app to power this year’s Faberge Big Egg Hunt. We brought in app development, beacon technology, social media, and sweepstakes partners.
- New Impact:We’re making brands feel much bigger in culture, part of the national conversation, with the value of PR exceeding the costs of paid media.
Cheerios, a cereal brand in a declining category that is losing the breakfast war, generates more social commentary about race in America than Coke.
And through powerful emotional storytelling Walmart becomes the poster child for the Made in America movement, generating a 50% improvement in brand sentiment in just 2 weeks.
New Stages: We turn art museums and even peoples’ houses into vehicles for creating a communications stage.
We gave new meaning to ‘beer on tap.’ 6.5 million YouTube views, huge social and PR momentum behind this.
Our mantra is Nothing Is Impossible, and we pulled out all stops here.
2. New Partners, Collaborators
Active acquisition and integration program to add capability and strategic strength in digital: Arachnid, Outside Line, South Africa, Canada.
Rapid Response process with a pool of multi-skilled producers to create fast and inexpensive local content for social media, mobile, TV. Gives us real-time marketing capability to respond to breaking news and cultural moments, including crowd-sourcing. Deployed in Nascar and SuperBowl, 22 Super Bowl Vines made in 48 hours generated 3.6 million impressions via thousands of retweets – saved millions on production and placement – and got Tide into the Super Bowl conversation.
Working with the Groupe: Vivaki, Digitas, Razorfish, Publicis Omnicom
3. New Tools
New tools are built, acquired and partnered based on the premise
“What does Love feel like?”
- Hotspex have cutting-edge technology that finds the right emotional space for your brand to grow in and then measures in real time the shifts and sentiments of consumers’ feeling about the brand.
- Brandwatch are live mapping social media activity and sentiment, and measuring it on our proprietorial Love/Respect Axis.
- Xploring. Our proprietorial ethnographic tool that goes beyond data to what people actually do, think, say, feel. In seven days we pulled together a study for Lenovo and Microsoft an intimate perspective of Millennials and their relationships and perspective on technology.
- Ecostar – Content-based custom analytics heat mapping. Out of Saatchi Hungary! Clients love it and we can use it to predict trends and customize content.
- CCR – Consumer Context Research used principally in LA auto work. And at the end of the day, there is passion, creativity and inspiration.
HOW WE ARE ORGANIZED
Lean, flat, fast.
WWCB: Pablo del Campo, Fabio Fernandes, Robert Senior, Tom Eslinger, Chris Graves, Derek Lockwood, John Pallant, Paul Silburn, Kate Stanners.
GLT: KR, Bob Seelert, Bill Cochrane, Robert Senior, Chris Foster, Milano Reyna, Vaughan Emsley, Richard Hytner, Kurt Ritter, Dina Howell, Brent Smart, Cynthia McFarlane, Pablo del Campo.
LATAM Network Led by Cynthia McFarlane; +750 people; Main offices B.A., Mexico City, São Paulo, LA, Miami, San Juan, Bogotá.
Entry points to the Saatchi Network: Robert, Chris, Brent. Start with CEOs.
What will emerge is something surprising, unique, and delicious.