Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, one of the world’s leading advertising agencies, delivered a conference at the Palau de la Música in Valencia aimed at an audience of four hundred people from academia, advertising and corporate and entitled "Creative Leadership".
Roberts, who was invited to address this group of leaders by Universidad Europea de Madrid’s Valencia Center is participating in Expomanagement, the year’s largest gathering of executives and managers in Spain, which is being hosted in Madrid, Spain’s capital. Roberts has been CEO of Saatchi & Saatchi since 1997. The agency is active in 86 countries, employs more than 6,000 professionals, and has among its clients 50 of the most important and valued multinational brands. He is also author of several bestsellers, such as Lovemarks, the future beyond brands and Emotional Branding. Roberts is a recognized expert on creativity and the feelings associated with brands, which has enabled him to lead some of the most successful campaigns worldwide.
In his speech, Roberts pointed out ways to understand the new rules of the market and focused on the mechanisms to identify and develop winning ideas. In this regard, he said that "we live in a VICA world (Volatile, Uncertain, Complex and Ambiguous), but one that is also vibrant and full of life, and we will succeed and grow only when we believe in the power of new 'non-rational" in the creativity."
About the current context of the advertising market, the CEO of Saatchi & Saatchi suggested that brands as we know them are dead. "Spain must cease being a brand and become a "love mark”, an emotional concept. Brands can create loyalty for objective reasons, but the 'love marks' create loyalty beyond reason."
Roberts concluded, referring to the current Spanish situation in which our country must return to love itself and stated "the Spanish have reasons to be concerned, but must retake control of their own ideas and their own happiness"
This article was originally written in Spanish and has been translated into English to be shared on the Laureate International Universities website.