It wouldn't be a marketing festival in Cannes (home to the Cannes Lions International Festival of Creativity) without at least one ad agency exec declaring the death of some common practice. At MIDEM's Visionary Monday, Saatchi & Saatchi worldwide CEO Kevin Roberts was that executive.
"Marketing is dead," he said in his opening keynote speech at Debussy Auditorium. "We have got a much higher calling now. Your role is not to market stuff at people, but to create a movement. You've got to create a movement and inspire people to join your movement, whether that's an artist or a venue…We've moved from interruption to interaction."
Saatchi and Saatchi CEO Kevin Roberts declares the death of marketing at MIDEM (Photo: ©360 Medias/Image & Co)