Jim O' Mahony has been into advertising for more than 20 years. He is credited for reviving the Australian arm of Saatchi & Saatchi. Last year, Mahony took over as the CEO of Saatchi & Saatchi, Asia Pacific and Latin America.

He was in Mumbai recently for the launch of Lovemarks, a book by Kevin Roberts, CEO, worldwide, Saatchi & Saatchi, which explores the future of brands based on the emotion of love.

He spoke to Aparna Krishnakumar on advertising, India and Lovemarks.

What is the contribution of the Asia Pacific region to Saatchi's global revenues? Of this, how much would be India's share?

The Asia Pacific region accounts for 15 per cent of the global ad revenues for the company and India accounts for over 10 per cent of this share. We are happy that India has a double-digit growth in advertising.

Today, WPP agencies account for more than half of the advertising pie in India. How is Saatchi & Saatchi going to make a difference?

We admire any competitor organisation. We want to be known by what we do rather than how big we are. We want to be the No 1 agency in the world.

We are confident that WPP won't have the 50 per cent share forever. Our rate of respect as an agency is higher because clients come to us rather than the other way. We believe one can be bigger only after being the best.

How would you compare Saatchi's business in China with that in India?

Every multinational product and service went with the same market share to China — zero per cent — and established brands thereafter. China is still new to terms like democracy, public opinion and emotions. India has had a history of multinationals, brands and advertising culture.

The consumers have become more discerning; the decision maker is not always the male and the Indian consumer adapts things from the west to suit his liking and is not merely aping.

India is our second-best agency in the region after China and we see a lot of good work coming from here.

Lovemarks speaks of strong emotional connections that inspire brand loyalty among consumers. Is emotion the only key ingredient for the success of a brand?

A brand has to command respect and then it would transfer to love that is the strongest emotion one can have. When we say a brand is a Lovemarks, it means the love for it will never fade with time. A Harley Davidson, a Walkman or a Coke are Lovemarks for the same reasons.

Lovemarks belong to the people and not the company. Five years ago, clients would have squirmed at the thought of selling products with love but today even a Toyota head wants his dealers to be the most loved dealer in their respective areas.

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