I seriously hope, that Actics is not perceived to fight for a better world in this sense. John Thackara of Doors Of Perception writes:

“Kevin Roberts, CEO of Saatchi and Saatchi, has advised the US Department of Defence on rebranding war. In a speech to the military reported in Brandweek he says: “I’m going to show you how we create emotional connections with consumers, and how we inspire Loyalty Beyond Reason”. He goes on to advise the military “not to abandon the mass market, but to transform it with multiple emotional connections,” and concludes: “Deploy Mystery, Sensuality and Intimacy to create America as a Lovemark”.

Read Robert’s speech in full here.

Please tell me it’s a hoax. I cannot even begin to tell you how deeply unethical I find this way of putting your skills into pursuit of ‘a better world’. I mean, the ad-business is notoriously rumored for exactly this kind total lack of contextual jugdement, but this I simply over the caricature.

I’m looking forward to the Actics systems goes public to be able to probe the public agreement and acceptance of such business measures.