Kevin and JCPenney

Kevin Roberts, CEO of Saatchi and Saatchi, and one of our Cool Friends, is going to have to put his money where his mouth is. He just landed a $430 million contract to take over JCPenney's advertising account, and he promises to turn it into a "lovemark" for middle American consumers.

Hmmmm ... let's see if the guy who wrote the book about it can do it. Kevin's really putting his reputation on the line. Anyone want to place bets?