Bob Isherwood, Saatchi Saatchi’s global creative director, has insisted over the years on the importance of focusing on developing ideas that are bigger than ads. In addition, from his humanistic perspective, he has also been a major contributor to Saatchi’s proposal for companies with a higher purpose and daily contributions to making the world a better place.
It’s a shift from just focusing on ads, to harnessing creative talent in the service of causes with greater relevance and reach. For this reason, it is not surprising that in recent years the organizers of Cannes have added Titanium to the color of their lions, with the idea of promoting everything that transcends.
I am encouraged to discover the awareness that moves many to take up causes as their own and push them forward with our persuasive communication skills. We are equally inspired by lives dedicated to greater contributions and beyond the conventional focus on profit, for we are clear how far these are from the essential. For this reason, it makes more sense every day to discover that brand proposals are moving more towards recognizing that apart from the rational (mind), brands not only require the emotional (heart) but also the transcendent (spirit) and therefore seek to be integral.

One of the most unknown books in Saatchi Books is precisely called Brand Spirit, and it focuses on Cause Related Marketing, showing cases of brands that have managed to grow and win with an intelligent focus on higher causes. The virtue of the proposal, additionally, is based on the certainty of the consumer who recognizes a brand when it does so cosmetically, and when its action is legitimate and proper in its DNA.
From this perspective, it makes no sense to appear in a photo giving away a fortnight’s groceries. It corresponds to be authentically and sustainably focused on participating integrally, both in what the product requires and the emotional connection that brings it closer, but also the substance that differentiates it and gives it the halo that every brand should strive for.
The reason for a brand, the emotions in it and the spirit that completes it, make up that particular trilogy that only brands with a halo enjoy. Without further ado, it is clear that in order to take the road to Lovemark, the three dimensions must be carefully attended to.