The outsourcing trend continues with EMI Music Marketing’s US catalog unit hire of ad firm Saatchi & Saatchi to develop and execute strategic consumer marketing campaigns for key titles from its catalog including Pink Floyd, The Band, The Rolling Stones and others.
Saatchi & Saatchi will apply its signature "Lovemarks" philosophy and strategic planning to help EMI boost sales across a variety of formats including physical CDs, DRM-free downloads and mobile music products.
But what are Lovemarks? They are apparently a marketing technique intended to replace the idea of brands. Invented by Kevin Roberts, CEO of Saatchi & Saatchi, he believes that "brands are running out of juice" and love is needed to rescue them. Roberts asks, "What builds loyalty that goes beyond 
reason? What makes a truly great love stand out?". Answer: LOVE.
According to Roberts, the key ingredients to create lovemarks are:
- Mystery - Great stories: past, present and future; taps into dreams, myths and icons; and inspiration
- Sensuality - Sound, sight, smell, touch, and taste
- Intimacy - Commitment, empathy, and passion
COMMENTARY: Certainly music worth paying for years after its release contains many of these elements. But who or what is S &S "lovemarking"? The label? Who cares? The artist? Maybe, but isn't going from legend to brand a step down?
Marketing. Branding. Outsourcing. Each holds great potential for the new music industry. But EMI is a premier music company and should know how to market great music without hiring outsiders to reduce it to meaningless buzzwords.
