How does a traditional agency adapt to 2.0

On ideasonideas.com Saatchi & Saatchi CEO Kevin Roberts answers some questions following an interview in BusinessWeek last December. On youtube I find an interview with him from a few weeks ago.

It is interesting to see how a agency like Saatchi is struggling to keep up in the digital age. With Kevin Roberts it is all about Lovemarks. So now with all the new possibilities it is just about digital Lovemarks, isn’t it?

What I miss in the interviews is some good examples of digital Lovemarks. On ideasonideas.com Roberts comes with a few examples as the bestinjest campaign. But what I miss is the real emotional connection where the lovemarks stand for.

In my opinion it is even easier now a days to really move people because of the smooth distribution. I always put it like this: One thing never changes.. Human

• with all the social networks > we can still feel lonely
• grandma still loves us > only now digital

(Digital Photo Frame)

ps. There is a Saatchi office in Geneve

This entry was posted on Tuesday, April 29th, 2008 at 1:29 pm and is filed under agency. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.