A Chinese TV show based on Lovemarks, the branding philosophy developed by Saatchi & Saatchi Worldwide CEO Kevin Roberts, has gone to air in a nine-part series produced in collaboration with iCable Satellite Television.
The show, which examines some of the world's leading brands and their experiences in China, is broadcast on iCable's Horizon Channel. Lovemarks, which has also been published as a book in several languages. The show features episodes on brands such as adidas, Tsingtao Beer, Lego and Starbucks.
"We chose to feature (brands) that are familiar and relevant to the Chinese audience, in order to make the idea easy to understand," said Etty So, deputy general manager, Saatchis Guangzhou.
