DGC Live at Advertising Week: Building The Sound of Your Brand

Music has become infused into plenty of marketers’ strategies – from using songs in ad campaigns, partnering with artists for tours, and creating live events with an artist in mind. Finding a pitch perfect song or artist for your brand is part art, part science – and all about authenticity.

Pandora SVP Strategic Solutions Heidi Browning moderates “Building the Sounds of Your Brand”

Pandora SVP Strategic Solutions Heidi Browning moderates “Building the Sounds of Your Brand”

That was the focus of the panel hosted by Pandora Radio titled “Building The Sound of Your Brand,” moderated by Pandora’s Heidi Browning.  Panelists included Aaron Fetters from Kellogg, Ryan Gavin from Microsoft, Colin Jeffery from David&Goliath, and Jeannette Perez from Sony Music Entertainment.

“Music is a huge part of what we do on the creative side,” said Colin Jeffery, Executive Creative Director at David&Goliath. “When we launched the Kia Soul campaign six years ago, we had an odd brief on a semi-odd car. So we created the ad, and played it with different music, to help see what felt right. Our spot with the Hamsters has been one of the top 5 commercials viewed on YouTube.”

Ryan Gavin had a different approach to incorporating music into ads. “What we did with our Internet Explorer commercial was to find the right song, then carve the ad from there. We just played it on repeat and created a great spot. When you have people searching ‘Internet Explorer Commercial Song,’ you’ve done your job right for both the artist and the brand.”

As data continues to be one of the top trends to predict success and influence, Heidi Browning, SVP Strategic Solutions at Pandora noted the success of a song in an advertisement. “After the Internet Explorer ad with Alex Clare, Alex saw a 6000% increase in new radio stations. LMFAO saw a similar increase and only continued to climb in following their ad with the Kia Hamsters.”

For Kellogg’s, they’ve partnered with several companies, including Pandora and Live Nation, to create custom radio stations and events on behalf of their Pop Tarts Brand. “Pop Tarts is meant to be a fun, ‘crazy good’ brand,” said Aaron Fetters, Director of Insights and Analytics Solutions Center at Kellogg Company. “We created a right music that fit the brand, and we were able to meet all of our key metrics of success and reach our target audience in a fun, unique way.”

One of the keys to success is remembering the human element to working with bands. “We are dealing with human beings,” said Jeannette Perez, VP, Music for Brands, Advertising & Licensing, Sony Music Entertainment. “We have to fulfill the client’s needs, but we also need to respect our artists. It needs to be an authentic partnership.” The entire panel was in agreement.

At the close of the panel, the panelists all agreed that music is a universally appealing medium to connect with consumers, but stressed the importance that the brand, artist, and song must all be in alignment for the partnership to truly work and be considered a success for everyone – especially consumers.

Posted on September 26, 2013, in Advertising Week, DiGennaro Communications, Events, The Hit Board and tagged , , , , , , , , , , , . Bookmark the permalink. Leave a comment.

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