Understanding: For successful advertising, put yourself at the heart of your audience. *File photo
Understanding: For successful advertising, put yourself at the heart of your audience. *File photo

FRIDAY, SEPT. 21: At AAC Saatchi & Saatchi, we all want our clients to win, for themselves, their families, their companies, and for Bermuda.

Winning is better than losing. And the alternatives sometimes aren’t great.

Nowadays, we just can’t coast our way to glory. We live in a VUCA world, one that is Volatile, Uncertain, Complex and Ambiguous. We all must work harder and smarter to succeed.

So, what do we need to do to our clients’ advertising messages to make sure they have the right impact, to ensure that they win.

Our philosophy and ideas go a long way to making sure your messages are relevant, timely and have an impact.

Make it Now

In this 24/7, always-on world of ‘screenagers’, life streams through screens.

‘New’ is old. Speed is of the essence. The Age of Now is here.

Now is the only operational framework. Whether you’re working in entertainment, education, publishing, retail, anything… the focus must be on activation.

Why? Because the audience is always on, but more than that, living in the moment.

Eighty per cent of people’s happiness is in the Now. This is the winning frame — instant response to instant expectation.

Our job is to improve life… now!

Make it Emotional

Great design starts with the answer, and works back. And the answer is people, knowing your audience backwards; sensing and responding to them.

Instead of putting your audience at the heart of everything you do, put yourself at the heart of everything the audience does. This is priceless.  

Design is about bringing emotional meaning to the drawing board, and when we do this we activate things, we move perceptions, we spark energy — and stuff happens.

Make it Beautiful

Great design is born from one heart, but many minds. It feels amazing, and beauty is central, because our DNA is intuitively attracted to things beautiful.

Few people can create a beautiful idea, but most can appreciate it. People are visual, remembering 20 per cent of what they read and 80 per cent of what they see and do.

Go for lots of small, beautiful ideas, continuously. Big ideas are scarce, strung out over time, and investment-hungry. Rapid-fire small ideas.

Make it Astonishing

Saatchi & Saatchi marries insight generation to visual creation to bring ideas to life.

Great ideas begin with great insights — an open understanding of how someone experiences the world. Most research suffers because most insights are not insightful.

Make it Irresistible

Love is the irrefutable design, because instead of putting your audience at the heart of the design, you put the design at the heart of the audience. 

To move forward ask: “What do I stand for?”

Align your purpose with the audience question: “How will you improve my life?” This leads to priceless value.


The job is to connect with what people care about and with what they want to do.

AAC Saatchi & Saatchi invites you to explore how our philosophy and ideas can assist you, how we can help you win… in the age of now!