Saatchi & Saatchi Worldwide CEO Kevin Roberts believes the essence of brands is communicated to consumers through emotional messages delivered primarily through screens--computers, televisions, cell
phones, etc. Brian Collins, executive creative director of Ogilvy & Mather's Brand Integration Group, isn't so sure. In this lively and perceptive exchange, the two advertising executives debate the
issue, and each one makes strong points to support his argument. Roberts: "We've moved into the Age of Paradox--no more either/or, no more black/white. It's all and/and. Experience is key; design is
core. Emotion is the common thread, and the screen is the most ubiquitous delivery method for making these connections everywhere consumers are. The screens are the new touchpoints which will lead
consumers to feel the experience for themselves." Collins: "The best way to someone's heart is by creating real experiences, not only synthetic ones. And the best way to do that is through design.
Look--it takes me only a few seconds to send a text message that says, "I love you." And it lasts only a few seconds before it is replaced by an explosion of other equally fleeting messages. Sending a
dozen red roses amplifies my same message--geometrically--with form, weight, texture, scale, and scent."
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