Agency A-List 2007

Agency A-List: 4. Saatchi & Saatchi

Kevin Roberts, Worldwide CEO

Published on .

Best-known in the U.S. as an ad agency for consumer package-goods, cereal and automotive accounts, Saatchi & Saatchi back in 2004 set out to diversify its marketer roster and creative output. By the end of 2006, the agency justifiably claimed success.

Photo: Tom Stockhill
Kevin Roberts
"Lovemarks" woos Penney's
Kept General Mills
Viral effort wins youth


Last year, the New York office pulled in a major retail account, JC Penney Co., sans review, thanks to Worldwide CEO Kevin Roberts' brand theory of "Lovemarks."

Publicis Groupe-owned Saatchi also landed new clients in other categories, such as technology with PayByTouch and telecommunications with Sony Ericsson and Avaya. What's more, the agency lost none of the General Mills business many thought would go following the 2005 walkout of 17 General Mills account employees.

Creatively, Saatchi's portfolio is expanding well beyond TV and print: Its "Tolerate Mornings" viral campaign, funded through Procter & Gamble Co.'s bold new experiments program, is funny, innovative and compelling enough to attract a young audience.

On the West Coast, Saatchi refocused on Toyota to launch five vehicles, including the gas-stingy Yaris and offbeat FJ Cruiser, and is gearing up for this month's key launch of the redesigned Tundra.
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