Marketing is dead and newspapers dying… at least that’s the way Saatchi & Saatchi boss Kevin Roberts sees it.

The agency worldwide chief executive – or chief excitement officer, he’d say – is predicting a 25 per cent crash in newspaper advertising revenue in the next two years.

And in his World Business Forum keynote, he suggested that Robert Thompson, his opposite number News Corp was kidding himself if he thought print newspapers had “decades and decades” of life ahead of them: “It’s quite astonishing, unbelievable,” he says.

After being introduced to VUCA – a world which is volatile, uncertain, complex and ambiguous – he reckons the one he’s living in is a SUPERVUCA world: Vibrant, unreal, crazy and astounding.

“Change is driving the new economy,” he says. “Whatever business you are in… things are never going to be the way they were, the way we would like them to be; they are going to be all over the place.”

He says marketing is dead, and the role of marketing has become “not to build a brand, but to create a movement”. From the era of ‘new’ to the age of ‘now’, the shift is from attention to participation; from information to inspiration; from interruption to interaction; and from a return on investment to a return on involvement.

Pushing the power of language, he says the CEO’s role is to become the ‘chief excitement officer and that of the CMO to be the ‘chief magic officer’.

“Creativity is just connecting things – responsibility, learning, recognition and joy – and each and every employee should feel these four things,” he says.