Free From The Tyranny of Green

Kevin Roberts, CEO of Saatchi, is getting creative with how he sees green.

Martin Luther King didn’t say, “I have a nightmare.” He said, “I have a dream”. I believe that until people feel inspired emotionally with the potential of sustainability, we’ll simply keep running on the spot. After all, sustainability means nothing less than a revolution in how people will live and the biggest business opportunity of the next 50 years. You sure can’t squeeze all that into the straitjacket of known obligations.

In an earlier post, Roberts defines Saatchi’s move from green to “true blue” as imagined by Adam Werbach, CEO of Saatchi & Saatchi S.
Graphically, the green to blue migration looks like this:

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Uh, the ad industry has hardly realized Dr. King’s dream, so it’s a little obscene for Roberts to reference the man. Sustainability actually has a better chance of succeeding on Madison Avenue than diversity for two reasons: clients are demanding green messages and the issue ultimately impacts our lives on a direct level. Finally, the positive qualities in that “Blue” column hardly seem appropriate for a place like Saatchi, where cutthroat politics are the norm.

  2. Tim Burley says:

    I’ve decided the world needs a new idea to unite behind too. By taking the best bits of green, and some choice words from blue, I’ve come up with:
    well it speaks volumes to me.
    This kind of glib non-thinking must really jar with the people around the world who actually have something to offer this debate. Do Saatchi want to solve the problem, or claim the credit for rebranding ‘green’?