JULY 25, 19:30
‘LOVEWORKS' - HOW LOVE WORKS IN BUSINESS
On 25 of July the creative agency Saatchi & Saatchi Russia will launch the new book ‘Loveworks' at the Garage Center for Contemporary Culture at Gorky Park.
‘Loveworks' is 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.
‘Loveworks' is researched and written by Brian Sheehan, and delivers proof that emotionally-rich relationships between brands and consumers build the strongest businesses.
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' is the story collection of making world's top brands lovemarks.
"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."
At the book presentation in Moscow Shannon Cullum, CEO of Saatchi & Saatchi Russia, will show how the world's top marketers make emotional connections to win in the marketplace today.
The book ‘Loveworks' has already evaluated in advertising, marketing and business - the global presentation was held at the Cannes Lions Festival of Creativity on 19th June.
Reviews of ‘Loveworks'
Gary Schwartz, author of The Impulse Economy and Fast Shopper, Slow Store
"In Loveworks Brian Sheehan passionately illustrates the value in building a circle-of-trust with the consumer. In the 2010s, the fundamentals of marketing remain the same: "Love thy consumer!" Loveworks makes this abundantly clear and informative to any marketing director. There is page after page of proof that investing in a deep emotional connection with your loyalist is rewarded in driving your brand's objectives."
Paul Argenti, Professor of Corporate Communication, Tuck School of Business at Dartmouth, Graduate Business School, Hanover, New Hampshire USA
"In a world of data driven approaches to branding and marketing, it's refreshing to get back to the emotional connections that connect consumers with products and brands. Sheehan's book is a fabulous addendum to Kevin Roberts' work and a must read for anyone seeking to understand how companies can win in the marketplace through emotional rather than purely rational approaches"
Entrance is free, space is limited, please arrive early
Shannon Cullum
Shannon has been CEO Saatchi & Saatchi Russia since June 2008. He has 20 years of industry experience in Canada, the United States and Asia Pacific, China, India, Indonesia, Malaysia, Singapore, Hong Kong and the Philippines. Shannon has worked with some of the world's respected marketers and brands, including Procter & Gamble, Danone, Kellogg's, Budweiser, Levis и Google. Working with Danone he launched the first ever sports drink in China and Indonesia; Danone's first snack brand in China; and its first flavored water brand in Indonesia; while overseeing 20 plus brands.
About Lovemarks
Lovemarks are premised on the belief that humans are primarily emotional beings. Our decision-making is more emotional than rationale. Saatchi & Saatchi research indicates, for example, that the emotional quotient of decision-making in buying a car is 63%; for breakfast cereals it is 75%; and for magazines 85%. Lovemarks are capable of generating sustainable growth beyond normal expectations. Our research proposes that moving a brand from being highly respected to a Lovemark, where it is both highly respected and highly loved, offers significant increases in preference, market share and revenue margin. The three elements of a Lovemark are Mystery, Sensuality, and Intimacy. Saatchi & Saatchi has a highly developed, formal methodology for raising brands to Lovemarks. At its core are the five key steps which make up the "Path to Love." These are: Discovery, Exploring, Inspiration, Attraction, and Evaluation.
Saatchi & Saatchi is an international agency, owned by the Publicis Groupe of France, the third largest communications holding in the world. Among the network's clients are Deutsche Telekom/T-Mobile, General Mills, Kraft Foods/Cadbury, Mead Johnson, Novartis, Procter & Gamble, Sony Ericsson, Toyota и VISA Europe. Saatchi & Saatchi has 140 offices all over the world and more than 6 000 employees, and it is already well acquainted with the concept of creative ideas generating strong emotional connections between consumers and products. Saatchi & Saatchi is the ideas company. Web: www.saatchi.com
Saatchi & Saatchi Russia was born on June 2004. Among its clients today are The Coca-Cola Company, Dixy, Emirates Airlines, Friesland Campina, JTI, Kraft Foods, Procter & Gamble, Novartis Pharmaceuticals and Twinings Tea. Web: www.saatchi.ru
