Hello,
It is possible, but is a very involved process to do. This is what I came up with.
CASE WHEN viewContacts.SalesRep = session.user
THEN '<b>' + ISNULL(viewContacts.Name,'') + '</b><br />' + '<i>' + viewContacts.FullName + '</i><br />' + ISNULL(viewContacts.CompanyName,'')
ELSE '<b>' + ISNULL(viewContacts.CompanyName,'') + '</b><br />'.
I'm not seeing how to find the User's Sales Rep for the equation. In the above equation, I put in 'session.user' for the placeholder. The key may be to somehow get the Sales Rep name/initials onto the screen so you can access the value. You could try a textbox object that gets the Sales Rep initials through an Action Result. You can use the generator and go through the steps to find field values.
I can look into it a little more next week and see if I can help out anymore.