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# EMI Readies Catalog Push With “All You Need is Love(mark)” Twist
- URL: https://www.hypebot.com/emi-readies-cat/
- Published: 2007-08-15T06:16:18.000Z
- Updated: 2007-08-15T06:16:18.000Z
- Description: 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. Continue reading [https://www.hypebot.com/hypebot/2007/08/emi-readies-cat.html]
- Author: Bruce Houghton
- Tags: DIY Advice & Tips, Major Labels, Music Marketing, Vinyl, Cassettes & Retail, #wp, #wp-post, #Import 2026-01-21 11:06

[![Saatchi_logo_2](https://hypebot.typepad.com/hypebot/images/2007/08/15/saatchi_logo_2.jpg "Saatchi_logo_2")](http://hypebot.typepad.com/.shared/image.html?/photos/uncategorized/2007/08/15/saatchi%5Flogo%5F2.jpg&ref=hypebot.com)

  
The outsourcing trend continues with EMI Music Marketing’s US catalog unit hire of ad firm [Saatchi & Saatchi](http://www.saatchi.com/worldwide/index.asp?ref=hypebot.com) to develop and execute strategic consumer marketing campaigns for key titles from its catalog including Pink Floyd, The Band, The Rolling Stones and others.

[![Emi](https://hypebot.typepad.com/hypebot/images/2007/08/15/emi.jpg "Emi")](http://hypebot.typepad.com/.shared/image.html?/photos/uncategorized/2007/08/15/emi.jpg&ref=hypebot.com)

  
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](http://en.wikipedia.org/wiki/Lovemark?ref=hypebot.com)? 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

[![Heart](https://hypebot.typepad.com/hypebot/images/2007/08/15/heart.jpg "Heart")](http://hypebot.typepad.com/.shared/image.html?/photos/uncategorized/2007/08/15/heart.jpg&ref=hypebot.com)

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.