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Saatchi & Saatchi launches ‘Loveworks’ in the Middle East


New book showcases Lovemarks case studies from top world brands.

October 23, 2013 11:52 by

Saatchi & Saatchi, famous for its Lovemark’s philosophy has launched a new book to support its belief that human beings are powered by emotion, not reason. Loveworks: How the world’s top marketers make emotional connections to win in the marketplace is authored by Brian Sheehan, Associate Professor of Advertising at Syracuse University and is proof that Lovemark’s thinking works.

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 Middle East.

Loveworks as a book provides real world business examples and outlines the roadmaps followed by several famous brands to achieve Lovemark status. It shows in detail how many of the region’s top marketing companies, including Procter & Gamble, Toyota, Visa and Diageo have won in the marketplace through the application of Lovemarks theory. These companies have maintained a laser focus on making and sustaining emotional connections with consumers.

“Lovemarks has reframed marketing,” says Roberts. “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.”

The book is especially pertinent for the Middle East since Ernst & Young’s 2012 MENA Customer Barometer, highlights how MENA consumers are among the most brand loyal in the world.

Adil Khan, CEO of Saatchi & Saatchi Middle East and North Africa explains why; “With a burgeoning economy and a competitive urban population, consumers in the GCC will pay more for priceless value. So whilst loyalty is important of course, striving for love will protect brands from the risk of commodisation and if we take the popularity of luxury in the Middle East as an example – it is a very real risk.”

Khan added, “Despite headlines that this is the age of Big Data, Big Emotion is equally important and we believe that whilst data leads to conclusions, its emotion that leads to a level of loyalty beyond reason.”

To preview the book online, please visit the website here:


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.


About Saatchi & Saatchi

Saatchi & Saatchi is a global creative communications company headquartered in New York, with 130 offices in 70 countries. Saatchi & Saatchi is part of France’s Publicis Groupe, the world’s third largest communications group, and is led by Kevin Roberts, CEO Worldwide since 1997. Saatchi & Saatchi is a full-service integrated communications network encompassing ideas, strategy, advertising, digital and mobile, design, and shopper marketing. Through its creative ideas across all media and all disciplines, Saatchi & Saatchi sets to turn brands into Lovemarks which generate “loyalty beyond reason.”

For more information, please visit Saatchi & Saatchi online at and

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