In a frank and animated video interview with Advertising Age editor Jonah Bloom, the British-born executive detailed how the agency -- rather than he -- owns both the book and the Lovemarks brand. The occasion for the interview was the release of a second Roberts/Saatchi book, "The Lovemarks Effect: Winning the Consumer Revolution."
During the interview, Mr. Roberts explained that the second book was the next step in an expanding franchise specifically designed to transform Saatchi & Saatchi "from an ad agency to an ideas company to become the Lovemarks company."
The 2004 original, "Lovemarks: The Future Beyond Brands," was a 225-page book with wild and eclectic graphic designs on nearly every page along with multicolored text studded with headlines such as "If you believe in mystery, clap your hands"; "The reign of the poetical has started"; and "Six truths about love." On the rear book cover was a quote from Roberts: "The idealism of Love is the new realism of business. By building Respect and inspiring Love, business can move the world."
Initially, the first book, its accompanying website, Lovemarks.com, and Mr. Robert's frequent public pontifications on the theme were the butt of derision throughout much of the marketing services community. But that all changed dramatically in September when JC Penney awarded the agency its $430 million advertising account and publicly indicated that decision had been significantly influenced by Mr. Roberts' Lovemarks book and philosophy.
This video interview was conducted in Mr. Roberts' 16th floor office, which commands a spectacular glass-walled vista of lower Manhattan and the Hudson River.