Saatchi & Saatchi is launching Loveworks: How the world’s top marketers make emotional connections to win in the marketplace today at the Cannes Lions International Festival of Creativity 2013.
Loveworks is researched and written by Brian Sheehan, a professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University, New York. Sheehan was with Saatchi & Saatchi for 25 years, having joined in New York as a graduate. He was CEO of Saatchi & Saatchi in Japan and Australia, and at Team One in Los Angeles.
Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, introduced the theory of Lovemarks ten years ago as “the future beyond brands.” Lovemarks, named in 2011 by Advertising Age as one of the top 10 marketing ideas of the decade, forms the basis of Saatchi & Saatchi’s work with clients around the world. Loveworks, a collection of Lovemarks case stories, delivers proof that emotionally-rich relationships between brands and consumers build the strongest businesses.
“Lovemarks has reframed marketing,” says Roberts of the impact of the thinking within Saatchi & Saatchi. “Brian’s new book presents Lovemarks with rigor, acute observation of marketing practice, and animates with great storytelling. I recommend it to all ‘chiefs’ in business and organizations, entrepreneurs, brand managers, academics, and advertisers as timely, relevant, and creative.”
The book features 20 case stories showcasing brands winning in the marketplace by applying the Lovemarks method. Brands featured in Loveworks include Lenovo, Guinness, Pampers, Swiffer, Safeguard, Camry, Lexus, Cheerios, T-Mobile, Visa, Miller, Skol, and The Ritz-Carlton. Stories originate from the consumer markets of USA, China, Brazil, Nigeria, Australia, UK, Japan, Israel and Argentina.
Sheehan’s Loveworks emphasizes the benefits that Lovemarks can have on students of business, marketing and advertising as well as anyone interested in social change. To support their academic efforts, Saatchi & Saatchi has created several teaching and visual resources available on the Lovemarks Campus Facebook, focused on the academic exploration of emotion and marketing.
This is the fourth Lovemarks book in which Saatchi & Saatchi has collaborated with Brooklyn, NY-based independent publisher powerHouse Books. The portfolio of books has sold 275,000 copies including the original book by Kevin Roberts Lovemarks: the future beyond brands, published 18 languages.