Clients Get The Advertising They Deserve: Kevin Roberts

In an interview for The Sun, via email, the CEO of Saatchi & Saatchi, Kevin Roberts, spoke on a countless aspects of advertising. He expressed his views on the burning issues related to advertising.

He said, responding to a question,

No one medium will replace another. The consumer wants ‘and/and’ - not ‘either/or’. All four media - print, television, radio, web - will be interactive. All will be consumed on-the-go. All will be idea/content driven. All will have some digital component. All will engage, not just inform.

Further, he thinks that in the coming age of advertising would belong to females as their participation is bound to rise.

Agencies will be full of connectors not directors, will be fast not slow, will be 70% female, will be full of inspirers not managers, will be partners not servers, will be diverse, will have lots of anthropologists/sociologists on staff and will be full of noise, fun, passion and success.