Lovemarks: building enduring relationships with consumers

Kevin Roberts

In this article, Kevin Roberts, the chief executive officer worldwide of Saatchi & Saatchi, looks at how the newspaper industry can reinvent itself.

Lovemarks: building enduring relationships with consumers

Kevin Roberts Saatchi & Saatchi

These are troubling times for the newspaper industry. Circulation is sinking and margins are flat. Welcome to the wired world, where daily deadlines have gone the way of the Linotype and the news cycle has become a continuous carousel.

Over the past decade, the “Information Autocracy” has become the “Digital Democracy.” The news train has left the station and the one-to-mass media model is not on board. We have become a multimedia, news-on-demand “Consumer Republic” where every person has...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands