So Saatchi
& Saatchi has landed the “I Love New York” account. And it seems the international ad firm (which takes credit for
electing Margaret Thatcher and Boris Yeltsin, among other things) has a unique qualification for the job. Turns out Saatchi
& Saatchi doesn’t do brands anymore — it does
lovemarks. “Brands have run out of juice,” proclaims the first sentence on Lovemarks.com, a has-to-be-seen-to-be-believed site created by the firm to explain its mission. “Check out the Love/Respect Axis” — seriously,
check it out — and learn “the hallmarks of a lovemark.” Those, it turns out, are “mystery, sensuality and intimacy.” And what is “I Love New York” if not the ultimate lovemark? It doesn’t get more intimate, sensual, or mysterious than a first-person-singular pronoun, a big red heart, and an abbreviation. Indeed, we’re so excited about Saatchi’s forthcoming campaign — nothing will be unveiled till winter 2008 — that we might just leave a lovemark right where we
sit.
Lovemarks.com [Saatchi & Saatchi]
Cheerio! Loyalty and Mutiny at Saatchi & Saatchi [NYM]
