Saatchi & Saatchi has launched its book, ‘Loveworks: How the world’s top marketers make emotional connections to win in the marketplace’ at the ongoing Cannes Lions International Festival of Creativity 2013.
The book features 20 case studies showcasing brands winning in the marketplace by applying the Lovemarks method. Brands featured in ‘Loveworks’ include: Procter & Gamble’s Pampers, Swiffer, and Safeguard; Camry and Lexus from Toyota; Cheerios from General Mills; T-Mobile; Visa; Guinness; Miller; Skol; Lenovo; and The Ritz-Carlton.
Loveworks is researched and written by Brian Sheehan, a professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University in New York. Sheehan is also a former CEO of Saatchi & Saatchi in Japan and Australia, and at Team One in Los Angeles.
Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, introduced the theory of Lovemarks 10 years ago as “the future beyond brands”, with some critics calling the idea “sacrilegious” and “unscientific.” Lovemarks forms the basis of Saatchi & Saatchi’s work with clients around the world.
“Lovemarks has reframed marketing,” said Roberts of the impact of the thinking within Saatchi & Saatchi. “Brian’s new book brings the Lovemarks journey alive with rigor, acute observation of marketing practice, and great storytelling. I recommend it to industry influencers, academics, and advertisers as timely, relevant, and revelatory.”
Sheehan’s Loveworks emphasises the impact that Lovemarks can have on future generations of advertising professionals. To support their academic efforts, Saatchi & Saatchi has created a number of teaching resources available on its Lovemarks Campus Facebook, dedicated to the academic exploration of emotion and marketing.
This is the fourth Lovemarks book in which Saatchi & Saatchi has collaborated with Brooklyn, NY-based independent publisher powerHouse Books. The portfolio of books has sold more than 300,000 copies worldwide in 18 languages.