UK: My Other Side - A passion for the personal best.

Advertising does not make the world go round for Kevin Roberts of Saatchi & Saatchi. His world revolves round creative ideas, writes Rhymer Rigby.

'Advertising does not fascinate me, OK. What fascinate me are ideas,' says Kevin Roberts, chief executive of Saatchi & Saatchi. Just as well really, because Soho advertising mainstays are not his thing. He doesn't belong to a club or 'do' lunch, or network or go to dinners - 'any of that crap,' as he puts it. 'I don't really spend any time in the business world at all.'