Saatchi & Saatchi’s latest annual report uses technology familiar from annoying greetings cards to give readers an audio introduction from Dr Kevin Roberts when they open the document.
The group, he explains, aims to be the ‘hottest ideas shop on the planet’. But a sample of Design Week readers found that few listened long enough to hear this pronouncement.
‘Oh, shut up,’ was the most common response, followed by a contorted reading style as they tried to read the results without setting it off again. What a hot idea.