• Ad Age, Wednesday, November 9, 2005 3:45 PM

Anarchy. That's apparently what Saatchi & Saatchi CEO Kevin Roberts thinks today's advertising business resembles. In a keynote address at the Ad:Tech conference in New York, Roberts said, "There are no rules, there are no formulae, there is no best practice"--and agencies and advertisers alike are clueless about how to successfully market products to the masses. However, there is hope, which can be found in a new concept Roberts has coined called Sisomo, which also happens to be the title of his new book. It stands for the combination of sight, sound and motion as experienced on digital screens, and Roberts handed out copies of the tome to conference attendees. To illustrate his point, the book is loaded with full-page photos, but is relatively light on text. The basic theme of his message is that in order to succeed today, marketers must make emotional connections with their customers.

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