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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.