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?