演讲主题：超越理性的品牌新思维 演讲人：Saatchi & Saatchi全球总裁凯文 罗伯茨先生 时间：2005年4月20日（周三）上午8：30 地点：新国关楼C105（勺园对面） ============================================================= KEVIN ROBERTS CEO WORLDWIDE SAATCHI & SAATCHI Kevin Roberts is the New York-based CEO Worldwide of Saatchi & Saatchi, now part of the Publicis Groupe - the world’s fourth largest communications group. Early Years Roberts was born in Lancaster in the industrial northwest of England and attended Lancaster Royal Grammar School. There he excelled in sports and captained the school’s rugby football and cricket teams. Of his Lancaster childhood, he says “I had to believe ‘nothing is impossible’”. Years later, in 1997, these three words - the founding mantra of Saatchi & Saatchi – were sent by fax to Roberts along with Saatchi & Saatchi’s new dream. The dream - “To be revered as a hothouse for world-changing ideas that transform our clients’ brands, businesses and reputations” - tipped Roberts’ decision to become Saatchi & Saatchi’s Worldwide CEO. Roberts left school at 16 and in 1969 started his business career with the influential London fashion house Mary Quant. He got the job because he had learnt French and Spanish, and Quant was moving into Europe. He climbed the corporate ladder with trademark Roberts attitude. His marketing manager promoted, he told the boss of the international division: “I’ll do the job for half the salary of the previous guy for the next six months. If you think I’m worth it, then you can pay me what the job deserves.” Roberts describes his time at Quant as like being at a pressure-cooker university of marketing. “Quant was growing at 500 percent a year with a product life-cycle of about nine months. That’s nine months to conceive, produce, launch, sell - and then discontinue a complete line. In marketing terms that’s like having the life-cycle of a mayfly.” From 1972-1975 Roberts worked as a marketing executive for Gillette in Europe. His stint at Gillette as International New Products Manager forged a life long commitment to Gillette razor blades. “I’m now a Mach 23 Turbo junkie” he says. Man in the Middle East From 1975 to 1982, Roberts was a Group Marketing Manager with Procter & Gamble, with responsibility for the company’s sales operations in the Middle East and Africa. Looking back, he says: “To be a P&G Brand Manager in the 1970s was to be King of the World. I got to work in amazing places like Sana’a, Al Ain, Casablanca. I found out everything important I know about people, business and marketing at P&G. The company is Saatchi & Saatchi’s largest client today. They always do what’s right. I love P&G. Always have.” The Middle East was formative for Roberts’ in learning to connect with consumers through emotion. “In Arab countries you make friends for life” he says. “The people were genuine, emotional, family-focussed, hospitable. Without Western style barriers, new ideas got through quicker. You could make a difference fast.” Roberts’ everyday experiences in the region would have a powerful influence on his approach to business marketing. “In the Middle East where past and future collide every street is a surprise. Each has its own smell, noise, texture and story. I spent most of my time in small shops and stalls in the crowded streets. Listening in on the banter of the market. Visiting homes to see how our products were actually used.” P&G to PepsiCo At 32 years of age Roberts became President and CEO of Pepsi-Cola Middle East, a region comprising 36 countries. Among his accomplishments in the role was the building of a Pepsi plant in Kathmandu and seven plants in Iraq. In 1987 Roberts left the Middle East to become President and CEO of Pepsi in Canada. Unlike the Middle East where Pepsi was number one, in Canada Pepsi was number two behind Coke and at risk of slipping to number three: “My gut reaction has always been to zig when every one else zags. The best way for us to avoid becoming Number three, I figured, was to become Number one! We passed Coke. Nothing is impossible.” On beating Coke, Roberts’ irreverent charisma (he is a self proclaimed “performance nut”) surfaced at a keynote speech in a Toronto hotel. At the end of the speech he stooped behind the podium, picked up a machine gun and started blasting the coke dispenser. “When you machine gun a vending machine, it makes a serious noise.” he says wryly. “Despite safety precautions, we had people diving under tables and heading for the doors. It was incredible.” Off the Edge In 1989 Roberts moved with wife Rowena, two daughters and two sons, to New Zealand to become Chief Operating Officer for Australasian brewer Lion Nathan. Under Roberts’ leadership, Lion became the leading beverage company in Australia and entered the Chinese market. Roberts was already a fan of New Zealand due to a lasting impression made on him by the New Zealand All Black rugby team during tours to the UK in the 60s. Like his sister who was already living in New Zealand, Roberts soon fell in love with the country, and made it his family’s lifetime home base. He settled into an eight-year role at Lion Nathan. In classic Roberts style, he put the wind up the financial analysts at Lion Nathan when first meeting them. Roberts walked into the room with a real lion he had borrowed from the zoo. Says Roberts on reflection: “From that day on, no one ever forgot the Lion in Lion Nathan!” During the early nineties Roberts fell in love with another country - China. Recognizing the country’s huge potential, he spent considerable time there researching market and investment opportunities, and orchestrated the building of a $150 billion brewery in Suzhou, China’s most advanced brewing operation. Since adopting New Zealand as his life home, Roberts has become one of the country’s most staunch globetrotting advocates. He describes New Zealand as an “edge culture”, an idea that has virtual presence in the nzedge.com website inspired by Roberts and a New Zealand business partner. “Great ideas can come from anywhere,” says Roberts, “but most of them turn up on the edge. The places that are restless and resourceful. The places that don’t understand ‘can’t be done’. The power of the edge is one of today’s most compelling ideas.” Roberts’ life-long passion for sport took on institutional form in New Zealand during the 90s. He was a director of the New Zealand Rugby Football Union – the famous All Blacks are an all-time favourite brand. He was also a trustee of Team New Zealand, twice holders of the world’s most famous sailing prize, the America’s Cup. Official support for his country has continued to evolve. In 2004 Roberts was appointed ambassador for the New Zealand United States Council in the US, to complement government-to-government relationships. The Power of Ideas Roberts moved to Saatchi & Saatchi in 1997 during a period of turmoil for the company – and has since revitalized the 1970 UK-founded firm. In 1998 Frohlinger’s Marketing Report named him the Outstanding Advertising Agency Executive in the USA. The next year (and again in 2003) Saatchi & Saatchi won Ad Age International’s “International New Business Champion” title. In 2003 Saatchi & Saatchi was named Best Global Network by both Ad Week and Ad Age publications. Roberts’ acumen as a businessman has patently transformed Saatchi & Saatchi. The company listed at one pound in 1998 and sold in 2001 at five pounds. Under Roberts’ leadership, Saatchi & Saatchi Global has grown revenue and profits for seven years running. In parallel, the company has enjoyed outstanding success at the prestigious Cannes International Advertising Festival. Roberts’ consistent positioning at the top of world marketing is underpinned by a belief in the power of great ideas and emotional connections to create unlimited value. Over the last decade he has applied this belief in an attempt to fundamentally change the face of marketing. On joining Saatchi & Saatchi, Roberts immediately transformed the ad agency into an ideas company: “Knowledge is a commodity, a table stake, just as information is” says Roberts. “We live in the Age of the Idea.” Lovemarks Roberts then gave Saatchi & Saatchi a new focus: to create and perpetuate ‘Lovemarks’. Lovemarks is Roberts’ answer to arguably the biggest question in world business - what comes after brands? Says Roberts: “Brands are running out of juice. The era we leave behind took us on the heroic journey from products to trademarks to brands.” Roberts describes Lovemarks as powerful emotional connections between companies, their people and their brands that inspire Loyalty Beyond Reason. “When I first suggested love was the way to transform business, grown CEOs blushed and slid down their annual accounts” he says. “But I kept at them. I knew it was love that was missing. I knew that love was the only way to ante up the emotional temperature and create the new kinds of relationships brands needed.” Alan Webber, Founding Editor of the business magazine Fast Company, was on hand at a CEO Forum with Roberts during his formative thinking on Lovemarks. Says Webber: “In my notebooks I just kept circling some of the language that Kevin was using. He was talking about the emotions of marketing and the need to migrate from a brand to the next levels of emotional commitment. That struck me as a very smart observation.” The story of the Lovemarks idea is told by Roberts in Lovemarks: the future beyond brands - published in 2004 by powerHouse Books, New York. In this highly visual journey from products through trademarks to Lovemarks, Roberts takes the reader on a roller coaster ride that follows the rise of Lovemarks - and with it, Saatchi & Saatchi and the client organizations and people drawn to the idea. He considers Lovemarks to be one of the universal applications that extend across life. As Roberts says of the book: “It’s for everyone, everywhere, across every aspiration and inspiration. It’s relevant to any endeavor – and any person – that draws on the value of ideas.” Roberts sees Lovemarks as the primary vehicle for business to make a difference in the world. “The ultimate goal of every CEO is to make their organization a Lovemark” he says. His theory for organizations to achieve Lovemarks status is an inspiration-based model called Peak Performance. With colleagues from Waikato Management School at the University of Waikato in New Zealand, Roberts wrote the book Peak Performance, a business study of the world’s top sporting organizations published by HarperCollins in 2000. He teaches Peak Performance to MBA students, undergraduates, faculty, community groups, and in major companies around world. Roberts believes inspiration eclipses both management and leadership. “In business and in life it is inspiration that gets you to Peak Performance. It is inspiration that keeps you there.” Roberts co-runs four Inspirational Leadership workshops each year with Procter & Gamble Chairman, President and CEO AG Lafley for P&G’s top people. Of Roberts, Lafley says: “I’ve known and have worked closely with Kevin for seven years. His passionate belief in building brands consumers love is inspirational, and effective. It is helping reinvent how we at P&G think about creating, nurturing and growing big brands.” The Academy Tied in with Roberts’ business success is his ongoing commitment to a series of academic institutions and projects. In the 1990s he became a Senior Fellow in the University of Waikato’s Management School where he wrote Peak Performance. The university awarded him an Honorary Doctorate in 1998. In 2001 he became the inaugural CEO in Residence at Cambridge University’s business school in the UK - the Judge Institute of Management. In 2003 Roberts was appointed Professor of Sustainable Enterprise at both the University of Limerick, Ireland and in the Waikato Management School. At these institutions Roberts teaches and coaches with his unique brand of inspirational leadership. His current project at Waikato and Limerick is development of a global programme of Sustainable Enterprise for small companies. “These academic roles”, says Roberts, “give me a platform for putting into practice my belief that business must play a key role in making the world a better place.” Each year Roberts shares and informs this perspective with other global corporate leaders through his membership of the AT Kearney Global Business Policy Council. Likes and Loves Outside his business life, 55-year old Roberts is active in local communities. In New Zealand he is trustee of the Turn Your Life Around Trust, an Auckland charity that mentors at-risk teenagers. In the US, The Citizens for NYC awarded Roberts the 2004 New Yorker for New York Award for his contributions. A New Zealand citizen, he has homes in New York, St Tropez and New Zealand, and offices in business-base New York, and in Auckland. Roberts’ loves are sport, art, and music. He was a professional rugby football player for a short time in Europe; he is deeply passionate about the game and his best friends tend to be front-row forwards and wingers. He also loves design, with “design giant” Philippe Starck a favourite. He conducted a Microsoft online seminar with Tom Peters on the subject of Lovemarks and Design, in December 2004. His New York Tribeca Duplex – just nine minutes walk from Saatchi & Saatchi’s head office - is a personal Lovemark, and featured in the January 2004 edition of Architectural Digest. “In New Zealand our house connects directly with the landscape” says Roberts. “In New York I live in a natural, uplifting cave. The idea was to disconnect from the emotional tension.” Present Day Today Saatchi & Saatchi employs over 7000 people in 134 offices across 84 countries. The company works for over 50 of the world's top 100 advertisers, with around 60 percent of billings from global clients. Saatchi & Saatchi operates as a global marketing and ideas partner to some of the world’s best-performing companies, including Procter & Gamble, Toyota, General Mills, Visa International and Novartis. The company works on over 50 of the world's most valuable global brands. Through his role as Worldwide CEO and his many affiliations and interests, Roberts travels prolifically and is in constant demand as a speaker. He presents his ideas and inspirations through diverse media, including speeches to around 50 diverse audiences a year. Roberts’ powerful personality, straight-talking manner and uncompromising style make him a natural in the public arena. The consistent reaction of audiences came through typically in a review written at a San Francisco technology conference in year 2000: “Kevin Roberts was arguably more entertaining and more informative than any other speaker, speaking about any other subject, anywhere. That is saying a lot, but during the hour of his speech, there was nowhere else in the world that I would have rather been than in his audience, soaking up everything that he was saying.” Roberts shares his thinking and coaching virtually on the Saatchi & Saatchi websites saatchikevin.com and lovemarks.com. Through this Internet presence - and Roberts’ affinity for responding to inquiries from every source and level - everyday people enjoy rare direct access to a Global CEO, one who steadfastly believes emotional connections and inspirational individuals can change the world. KEVIN ROBERTS KEY EVENTS & DATES ? 1949 - Born Lancaster, England ? 1960s - Educated Lancaster Royal Grammar School, England ? 1969-72 - Mary Quant Cosmetics, Brand Manager, United Kingdom ? 1972-75 - Gillette, International New Products Manager, Europe ? 1975-82 - Procter & Gamble, Group Marketing Manager, Export and Special Operations, Middle East/Africa ? 1982-86 - Pepsi Cola, Regional Vice President, Middle East ? 1987-89 - Pepsi Cola, President and Chief Executive Officer, Canada ? 1989-96 - Lion Nathan, Director and Chief Operating Officer ? 1997 - Saatchi & Saatchi Chief Executive Officer Worldwide (Saatchi & Saatchi since became part of Publicis Groupe S.A., the world's fourth largest communications group) ? 1998 - Named by Frohlinger's Marketing Report as the Outstanding Advertising Agency Executive of 1998 (USA) ? 1998 - Awarded Honorary Doctorate by the University of Waikato, Hamilton, New Zealand "in recognition of achievements as an inspirational business leader and for contribution to sport in New Zealand." ? 1997-2000 Director New Zealand Rugby Football Union ? Trustee of the Turn Your Life Around Trust (TYLA) in West Auckland, New Zealand ? 2000 - Member of the Management Board, Publicis Groupe ? Co-author of Peak Performing Organisations - Lessons for Business from the World's Leading Sports Organisations (Harper Collins, London 2000) ? 2001 - Inaugural CEO in Residence at The Judge Institute of Management, Cambridge University's business school in the UK ? Co-founder of The New Zealand Edge, www.nzedge.com - an idea to transform New Zealand identity and to network the million-strong community of New Zealanders living internationally ? 2003 – Appointed Professor of Sustainable Enterprise at the Waikato Management School, University of Waikato, (www.management.ac.nz) and at the University of Limerick, Ireland (www.ul.ie) ? 2004 - Awarded the New Yorker for New York Award by the Citizens for NYC, a non-profit organization ? Author of Lovemarks: the future beyond brands (powerHouse Books, New York 2004) By the end of 2005, Lovemarks will be translated into 15 languages worldwide. ? www.Lovemarks.com and www.Saatchikevin.com ? 2004 - Appointed as private sector ambassador to the New Zealand/United States Council ? 2004 - Appointed as Sponsor Governor of Lancaster Royal Grammar School ? 2005 – Author of two new books: SiSoMo – Sight, Sound and Motion and Shapes in My Heart – Lovemarks in Action (powerHouse Books, Fall 2005) R