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Ithe impact of the Saatchi & Saatchi Lovemarkphilosophy. Creating Lovemarks, which is coreto what we believe in, is becoming a key driverin terms of ensuring that we improve sus-tainable growth for our clients' business andensure that consumers have a close emotionalconnection with their brands.

"Asconsumers are exposed to the fullspectrum of media these days, every briefis approached with a 3600 perspective, sowe look at all the communication elements:from activation and digital to interactive andshopper marketing (retail). This has helpedus achieve Perpetually Infatuated Clients,"explains Meldrum.

It all centres on understanding the con-sumer, reckons Meldrum. With extensiveconsumer experience in markets such asChina and the USA,where she gained intimateknowledge of consumers' expectations, theagency's consumer guru, Adene van der Walt,provides valuable input that allows the agencyto come up with great ideas based on insightsthat resonate with the consumer.

"Her team has done some phenomenalwork using our XPLORING strategy tool,which we use to unlock consumer insight,and it goes beyond traditional research," hesays. It follows the premise of 'if you want toknow how the lion hunts go to the jungle notthe zoo' and is all about hanging out with realpeople living in the real world."

Ian YoungAful/y

integratedagency adds

mare valueto clients.

Meldrum says that XPf-llE-finding insights that willl.II1h1de:::h sP5

issues in order to help them ~t::er'--objectives. "Our XPLORIKGrrr:! ~ ~ ..•-'invaluable to clients, incl~ ~ 8::£Cheeses and Peugeot."

Cape TownPart of reinvention was lesu: 1; ;.e ltE'

Cape Town office from a two ~ s :r :::=Cape Town and Africa, into \\'hr:.I:;';'~~fully integrated agency with one ~~management team and one crearrre oment where the teamwork spreads ~~brands to ensure their sustainabils;value for clients, and to create illIXC !>.=

marks, says MD Ian Young.Through reinvention and the ~

the fully-fledged digital division, _~became a huge priority for the ~-:

Headed by digital guru Allan Keri.iunder the creative leadership of Alan [;the division grew by some 200% 0\'5'

few years. Because of its growth and .ingly strategic importance, the division ~ :rabeen repositioned in the centre of the c

closer to the creative department, says YlJ '-

Also part of the Cape Town offering .shopper-marketing, specialists, Saatchi 6::

Saatchi X, which came into being in 2(Xrand which, like AtPlay, sets the agency ape:-:..reckons Young. "We've been very fortunate -

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=-~ specialist entities in Ca:::result we've grown into a ph

!ie:::ats;:: ;:;i, ~ need to amplify our sped=:.:. --~ ::':::E cgency is now playing with-;;;~_. -_.' -- 3.... dient facing models. Tow

rbe agency deviated sligh'.:=:~,••TI • nal approach to have one~~:Eia::.nt person as the single

~:::::c:::c:-:ith clients, for all offerings, I:::::e eel = :0. Ca:l:icated retail focus on

the game relative to Saatc.~~':isr offering within that

~.a:;: ~ director in retail conve-=~ Orecrly to the head of Saat~~~Evered.:;: ~ 2008 Saatchi & Saatchi

~ 'i-s?rtability and became the firstslobal network group to get a

::::.~. I ! - .em from staff to the cause.• with the idea 'think small

~.C::E1I:Cri:: and the staff committed th'tns !is!:of Personal Sustainable

. We are excited to be part of'===S=EdIi & Saatchi idea to create a.fiB,"", su. d 1bn people on the planet to

--~ zso ronceptualised and created -'i"'S?nability website for the Saatchi

k (saatchitrueblue.com), wl .=-:b3 ::c general public and provides

akI their own personal projects,On the back of its internal

::rrirrnent to sustainability, Saatcbi~Saatchi Cape Town picked uprbe \VWF's (Worldwide Fund forXature) Earth Hour project (28.•larch) aimed at getting a billionrommitments from people to cpolicy that will affect climate.

Young believes the WWF part-nership is going to be invaluablethe agency insofar as it will coSaatchi & Saatchi with like-minded

!people and organisations.

"WWF is a phenomenal bran;and does such good. What I'mexcited about in this space is th2I;:we can make a difference.

"We want to playa transfotional role in developing sustain--able profitable growth. And if ifnot sustainable, it simply can'tLovernark.tn

GrantMeldrumWeremainbullish aboutgrowth.