LOVEMARKS

Saatchi & Saatchi was just a general advertising company till 1997, in financial trouble and its staff was depressed, since no better future seemed to appear in front of them.

However, by a strategic move and new changes within the firm, it became one of the most, maybe THE most, remarkable advertising companies in the world, introducing itself as an idea company not an advertising company anymore. The main change associated with this move is the appointment of CEO of Kevin Roberts in 1997.

So how did this change happen? How is it possible that a financially troubled general advertising company turned into one of the most successful "idea-maker" in the world?

The answer: Focus on people not products and customers.

The company started approaching people by providing emotion. They believed that by working with emotions they could hove hired the best people in the market, to inspire the best clients, the best partners, and the most devoted customers.

Kevin Roberts said "People everywhere are wanting to embrace emotion"

Anyway, focusing on emotions worked in the best way.

When Saatchi & Saatchi started focusing on emotion and love, many worried because stressed and tensed decision makers prefer rationality and cost-cutting. Emotion was not something that could get involved in business.

However, the company believed that emotions are more rewarding, both in the short and long-term and most people buy products with their mind and their heart even when they make a decision to buy products. They look for a rational reason but at the end, they take an emotional decision that 'I like it, I prefer it or I feel good about it.' So, the key is to make people feel good about a brand and getting a positive emotion and it makes the differences.

To be continued..