While working in advertising I always thought about the power of emotions for being one of the best way to communicate with consumers. I had always in mind what David Ogilvy said once: "The consumer is not your moron, she's your wife!" until one day a creative director of Saatchi & Saatchi (Riyadh) gave me the Lovemarks book in an exhibition. When I read it, Kevin Roberts amazed me, and I become more passionate to know more about the Lovemarks. When I visited Saatchi in Sydney, the ambience of the agency, the people, and every detail demonstrated on word: LOVE. I guess people who work there are not only loyal but committed. Nobody can survive without Love. I'm in love with Lovemarks.