LOVEMARKS EN WHARTON

From Knowledge @ Wharton. Kevin Roberts has been CEO Worldwide of Saatchi & Saatchi since 1997, and in the space of 11 years has cemented the ad agency's reputation as one of the most successful and creative companies in the industry. Among Saatchi & Saatchi's clients are Procter & Gamble, General Mills, Novartis, Toyota, JC Penney and the New York State Department of Economic Development. Roberts, who travels the world for the New York based company, is perhaps most well known for an idea he came up with called “lovemarks” — which means creating a brand for which the consumer has “loyalty beyond reason.” Before joining Saatchi & Saatchi, Roberts worked for Mary Quant Cosmetics, Gillette, Procter & Gamble and Pepsi-Cola. An edited version of the conversation follows.