• Ad Age, Tuesday, September 5, 2006 12:15 PM

Saatchi & Saatchi chief Kevin Roberts' talents as an engaging speaker and writer have paid off--finally, some say--in a big way: the $430 million JC Penney creative account. After seeing Roberts speak at a conference, Penney CEO Myron "Mike" Ullman gave a copy of his 2004 book "Lovemarks" to Penney CMO Mike Boylson, with the marching orders that Penney "needed to be a lovemark with middle America." A lovemark, in Roberts' parlance, occupies the upper-right quadrant, where it gets high degrees of both love and respect. Think Apple or Nike. Roberts, a former Procter & Gamble executive, argues that the notion of branding has been worn down by formulaic, clutter-creating, boring marketing. His solution is more consumer-focused, based on deep emotional bonds with companies and products.

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