When I started as CEO of Saatchi & Saatchi S in January of 2012, I envisioned staying a long time – I mean 10 years kind of long. It was the perfect place for me at the time. An agency that believed in the role of business to create positive change. A team that cared as passionately as I do about the opportunity for communication and brand to affect behavior change. A leadership team that had invested in sustainability.
The difficult part, though, was helping clients appreciate the real value of sustainability. It’s not unlike the relationship consumers have with buying “green” products – right or wrong, a majority of consumers perceive them to be more expensive and less effective than mainstream products. Sadly, I think the same perception exists within far too many corporations that somehow think integrating smart sustainability is both costly and not worth it.
To prove both those audiences wrong will simply be a matter of time. Consumers will see prices on par with mainstream products in the not too distant future AND they will recognize that, like everything, you get what you pay for. And brands that aren’t investing in sustainability will either be shut out by their smarter more agile and innovative competitors, shut down by shrinking supplies of natural resources, or shut up by consumers who are seeking more authenticity.
Saatchi & Saatchi S closed its doors in the U.S. at the end of 2014. I am proud of the work I did there, proud of my small part in its history and impact. With the launch of Siren, however, I want to offer a different type of engagement experience for the people I work with, whether clients, NGOs, consumers or my employees. I want this work to work, meaning we’re an agency that cares more about its impact than its image. More about its people than its profit. More about authenticity than authority. More about creating a better future for all than about creating a better future for some.
Welcome to Siren.