Apr'06/Amsterdam, the Netherlands

High Noon

 To connect with consumers now you need ideas big enough and simple enough to be brought to life over time in many or any media.

Saatchi & Saatchi’s Dream is to be revered as the hothouse for world-changing ideas that create sustainable growth for our clients. Our inspiration has always been making emotional connections with consumers. We can connect great ideas with great opportunities better than anyone.

SIX IDEAS TO GET STARTED WITH

IDEA 1 - THE ATTRACTION ECONOMYSuccess in the Attraction Economy belongs to those who can make emotional connections in the market. From Attention to Attraction…

IDEA 2 - THE FUTURE BEYOND BRANDSNine years ago Saatchi & Saatchi probed the future. From products to trademarks, from trademarks to brands. We set out to find what came after brands. The result was this book: Lovemarks: The Future Beyond Brands. People get the idea of Lovemarks fast. Lovemarks transform how to connect with consumers. You know a Lovemark immediately:

• Harley/ Suzuki • The iPod/ the rest • Grolsch Beer/ Bud

Lovemarks are built on Love and Respect. Is it better to be respected, or loved and respected? Everyone wants both.

• Lovemarks embrace Mystery, Sensuality and Intimacy. The most powerful human attractors.

• Lovemarks inspire Loyalty Beyond Reason.

• Lovemarks offer huge commercial advantages. We have proof and a unique methodology to measure Lovemarks and emotion.

• Lovemarks are owned by the people who love them, not companies.

• Lovemarks take you past Irreplaceable to Irresistible.

• The classic T-shirt is Irreplaceable. In black – Irresistible.

• Your mobile phone is Irreplaceable. To photograph the kids. Irresistible.

• Brahma Beer is Irreplaceable. Their turtle – Irresistible.

IDEA 3 – INSPIRATIONAL CONSUMERSTraditional marketers call them Influencers, Brand Converts, Fans. Lovemarks know them as Inspirational Consumers.

• Inspirational Consumers want a piece of the making, marketing and media action.

• Inspirational Consumers are the drivers of viral marketing.

• Inspirational Consumers deliver ROI. Return On Involvement, not Return On Investment.

• Inspirational Consumers are trendsetters and advocates. When they are with you, you are Irresistible.

IDEA 4 – THE SCREEN AGE The screen has stepped out of the living room. Into our offices, cars, stores, streets, hands, pockets. Lovemarks get across all these screens. Screens are morphing. TV is becoming more game-like, mobile phones more TV-like, in-store screens more movie-like – even computer screens are easier to like. TV is not dead. 2.3 billion households in the world have one and they love it. But the use of television is changing.

The big question is not: “How will this play on TV?” but:

• How will this connect with consumers where ever they are? • Can we get interactive and collaborative? • Is this a game, a contest, a movie?

IDEA 5 – SISOMO: THE FUTURE ON SCREENSight, Sound and Motion on screen have helped build Lovemarks for decades. Television has been the heavy-lifter. Now the digital revolution is transforming marketing, entertainment and technology. This new world needed a new word. We invented it in this book: sisomo. Sight, Sound and Motion. The Future on Screen.

• sisomo accelerates Lovemarks.

• sisomo brings screens to life in emotional and compelling ways.

• sisomo inspires new formats, characters and ways for consumers to participate and communicate.

• sisomo attracts consumers with engaging, compelling stories.

• sisomo puts the action into attraction.

• sisomo is the future of advertising

Check out the 2006 Lexus IS launch. Submit your image online. Help build a photo mosaic of the new IS on the mega-screen in Times Square.

IDEA 6 – THE THEATER OF DREAMSMost store environments lack imagination.

• They need Lovemarks to make deep connections with the desires of shoppers.

• They need Lovemarks to turn stores into stories.

• They need Lovemarks to win the First Moment of Truth.

We set up Saatchi & Saatchi X to create Lovemarks in store. We launched Saatchi & Saatchi X in the Netherlands at the start of this year. Marielle Tammer is the one to start talking with. The pressure is on. Five years ago every retailer was testing price and size formats. Now everyone is testing experience-based design. The store is a huge creative opportunity for Lovemarks. There will never be enough room for product display. There will always be space for a great experience.

5 THINGS TO DO TOMORROW

1. Get intimate with Lovemarks. We have tools, research methodologies, case studies. Talk with Saatchi & Saatchi people. check out the web sites. Join the discussion. Learn to live with love.

2. Get close to your Inspirational Consumers. What attracts and thrills them? Make these attractions your focus.

3. Embrace sisomo. Demand innovative, compelling sisomo that consumers love. Focus on what consumers need and desire, not on what technology can deliver.

4. Reinvent your first Moment Of Truth. On the shelf, on the screen, in the street. Look through the eyes of shoppers, not your own.

5. Aspire to Loyalty Beyond Reason. Why settle for anything less? And do it now.