The Age of Sisomo

For the first time since the dot-com boom, this year’s Ad:Tech attracted a couple of bigwigs from the world of traditional agencies. Saatchi & Saatchi CEO Kevin Roberts, sporting a Madonna-like headset contraption, gave a keynote address on Tuesday that introduced his new Grand Unifying Theory: sisomo. In addition to lovemarks, the world is now ruled by Sight, Sound and Motion. It’s a fun word, particularly with Roberts’s many mutations: sisomoments, sisomovies, sisomojo, etc. The long and the short of sisomo isn’t exactly earth shattering: TV is mutating into video on lots of different devices and advertisers need to find ways to engage consumers.