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Agency Cd Scenario Leave Behind
Agency Cd Scenario Leave Behind
Agency Cd Scenario Leave Behind
Agency Cd Scenario Leave Behind
Agency Cd Scenario Leave Behind
Agency Cd Scenario Leave Behind
Agency Cd Scenario Leave Behind
Agency Cd Scenario Leave Behind
Agency Cd Scenario Leave Behind
Agency Cd Scenario Leave Behind
Agency Cd Scenario Leave Behind
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Agency Cd Scenario Leave Behind

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This is a deck I created in September of 2003, back in my entrepreneurial days. …

This is a deck I created in September of 2003, back in my entrepreneurial days.

Get past the horrific slides (a .PPT ninja I'm not).

Focus on the basic premise ... pretty close to what specialized branded entertainment agencies are pitching today (6 years later).

Since there's nothing I can do with this deck now, I figured I would share it for the benefit of any brand managers interested in getting into the branded entertainment game ... for one very specific reason:

When your hot-shot (i.e. expensive, in most cases) agency pitches you on their big idea, show them this horrifically ugly deck, created by one young guy in his NYC apartment nearly 6 years ago.

Is their big idea significantly more innovative than this, or are they selling you the same pre-packaged programs that have been around forever?

And if their version of innovation is tossing around the term "webisode," tell them about all the awards BMW and Fallon won for that idea in 2002.

I'm not saying I ever had, or currently have the answers. Just sharing ...

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  • 1. Ian Sohn, Founder AgencyCD: Where Madison Avenue Meets the Music Business 917-769-6444 ian@agencycd.com
  • 2. Beyond the :30 Commercial IMAGINE your brand as the focal point of a music video for a rising rap star! IMAGINE your brand having the endorsement of the hottest new country crooner! IMAGINE your brand introducing college kids to the next Coldplay or Dave Matthews! If you work with the following product categories . . . • Video Games (consoles and games) • Auto • Beer • Travel • Alcohol • Tobacco • Fast Food • Fashion • Credit Cards • Credit Cards • Consumer Electronics (cameras, digital music players, cell phones) . . . then you’ve looked beyond the :30 spot to reach audiences that faces more choices in media consumption than ever. You are eager to experiment with new vehicles – as long as your brand’s message is consistent with other initiatives, and there is a positive ROI. Ian Sohn, Founder AgencyCD: Where Madison Avenue Meets the Music Business 917-769-6444 ian@agencycd.com
  • 3. Where to Find Effective, Affordable & Exciting Opportunities? There is no single repository for innovative ideas. This is still relatively uncharted territory, with myriad opportunities – in fact many are yet to be discovered. Questions you face: • Who do I trust? • Who understands my business objectives? • Who has access to these opportunities? • Who has the time and resources to devote to these pursuits? That’s where Ian Sohn and AgencyCD come in. Ian has worked in Entertainment & Media marketing, new media, PR and business development for nearly a decade. He’s worked on the client (Sony Music) and agency sides. Ian also holds an MBA from NYU. In August of 2003, he put his experience to work by starting AgencyCD. AgencyCD is Where Madison Avenue Meets the Music Business Ian Sohn, Founder AgencyCD: Where Madison Avenue Meets the Music Business 917-769-6444 ian@agencycd.com
  • 4. AgencyCD Will Get Your Brand Involved With the Hottest Developing Bands The right brand associated with the right band can be an incredibly powerful promotional vehicle for both parties. Now is the time to take advantage of opportunities in the music industry: Record Labels in Need of Support for = their Developing Bands (Shrinking Record Sales (Developing Bands Get from Superstar Acts) Budgets Slashed) AgencyCD facilitates relationships between "developing" bands and brand marketers. I define viable “developing” as those who are signed to major labels, have albums coming out in the next 6 months, are receiving major support (attention, $) from their label, etc. In short, these are artists destined for success. Developing artists are attractive because they are: • Authentic – Popularity hasn’t peaked, and consumers want to be a part of the “discovery” process. • Affordable – Less $ than a superstar act. • Available – They need your support, so you have the leverage. Ian Sohn, Founder AgencyCD: Where Madison Avenue Meets the Music Business 917-769-6444 ian@agencycd.com
  • 5. 2 Ways to Take Advantage of AgencyCD* 1. The AgencyCD yearly subscription service: • AgencyCD Quarterly Samplers: Every quarter you will receive four compilations – broken down by musical genre – featuring the hottest developing artists signed to major record labels. Each CD is accompanied by a bio, photo and marketing information for each artist featured the CD. Sample compilation available upon request. • Unlimited Consulting Services Or . . . 2. You can contract AgencyCD on a project basis *Pricing available upon request Ian Sohn, Founder AgencyCD: Where Madison Avenue Meets the Music Business 917-769-6444 ian@agencycd.com
  • 6. Relationships to Consider & Next Steps There are a number of ways to forge relationships between bands and brands – some have yet to be conceived. The financial terms and details will be unique to every deal depending on the brand, the band and the particular relationship. The value of every relationship should be measured by the same terms as your other campaigns, be it CPM, Direct Response rates, branding effect, etc. Here are some theoretical scenarios (all $ figures are hypothetical) – but the possibilities are endless . . . Think about how they apply to your brand. In fact, use your imagination to think beyond them. Call or email Ian Sohn at 917/769-6444 or ian@agencycd.com. Ian Sohn, Founder AgencyCD: Where Madison Avenue Meets the Music Business 917-769-6444 ian@agencycd.com
  • 7. Idea #1: Product Placement in a Music Video Benefits: • Brand association with an exciting new artist, and lifestyle • Media value every time the video is aired • Brand becomes associated with the “discovery” of the artist • Creative control over the video production • Great PR story The video game console brand understands that music and video games have become inextricably tied. At the same time, a record label is preparing a marketing campaign for a hip-hop artist who they believe has the talent and charisma to be a breakout hit. The label has $150K* video production budget, which is enough to make a serviceable but not spectacular video. But for $200K* the label could make a great video. If the console maker pitches in the additional $50K*, it could be featured as a focal point the video. But think even bigger! No one understands the marketing and branding of this particular console better than the brand’s advertising agency. What if the agency were given creative control of the video – the treatment, the production and the direction? It can happen if the brand is willing to pitch in an additional $150K* towards the production budget. Now we are talking branded entertainment. For $150K* – a fraction of the production budget for most ads – your brand it getting to produce a 4 minute commercial. Each situation is unique, and it’s not likely to happen with a superstar act. But it’s certainly possible with a band in need of marketing support and in the early stages of their development. The level of creative control will be tied to the level of financial commitment. AgencyCD can help you source these opportunities, get involved in the negotiation process and advise you on how to structure the deal so that you get the maximum value. Ian Sohn, Founder AgencyCD: Where Madison Avenue Meets the Music Business 917-769-6444 ian@agencycd.com *All $ figures hypothetical
  • 8. Idea #2: The Artist as a “Pitch Man” Benefits: • Brand association with an exciting new artist, and lifestyle • Charismatic (as most performers are) product spokesperson • Brand becomes associated with the “discovery” of the artist • Celebrity pitch-man The car company is launching a lower-cost version of its biggest selling model, aimed at a younger consumer. Your market research indicates that Kid Rock is the musical artist most beloved by your target consumer – and if he was associated with the car, they would more likely entertain buying it. But Kid Rock is a superstar, and comes with a superstar price tag – there simply isn’t budget. But what if a similar artist (similar genre, look, image) had a song that had just begun to get radio play, a video on VH-1 and a grassroots fan-base growing by the hour? Wouldn’t that be worth considering? The artist has street credibility, comes at a discounted rate and won’t demand a 30 ft. trailer on the commercial shoot. If the commercial goes well and response is positive, you can look at extending the relationship to tour sponsorship and more. AgencyCD has the insights and relationships with artist management and record labels to find you the best possible fit (did you know that in this case, you would want to deal directly with management and bypass the label? Those are the kinds of insights AgencyCD brings to the table). AgencyCD will source a number of artists and present our findings. Once we narrow down the field, we can help arrange for meetings and further discussions with the artists and their representatives. You don’t have the time, the resources or the contacts to find these artists, but AgencyCD does. Ian Sohn, Founder AgencyCD: Where Madison Avenue Meets the Music Business 917-769-6444 ian@agencycd.com
  • 9. Idea #3: Branded CD Compilation Benefits: • Brand association with an exciting new artist, and lifestyle • Exciting branded promotional item • Can be multi-purposed • Your brand introduces consumers to the stars of tomorrow The credit card company has a new ad campaign targeted to a younger audience featuring the slogan: Discover the Opportunities. The company is utilizing means like tabling on college campuses, MTV2 spots and direct email. Imagine extending that reach with a branded CD compilation featuring the hottest up-and-coming “Jam” bands? Credit Card X: Discover the Music. The CD could be distributed on campuses, via direct mail and at live events in different markets. The Credit Card’s brand would get exposure to the young audience via a media vehicle that entertains at the same time. Who knows – eventually you might sponsor a concert tour for new artists; make a deal to polybag the CD in a popular magazine’s annual music issue; or feature the artists in a 10 page advertorial in the same magazine. But there are thousands of artists to choose from – how do you find the ones that best fit your needs? AgencyCD has access to all record labels, and serves as an expert filter so that you get the best songs for your project. AgencyCD can also help clear the licensing. Finally, AgencyCD can also consult on the best ways to distribute the CD. Ian Sohn, Founder AgencyCD: Where Madison Avenue Meets the Music Business 917-769-6444 ian@agencycd.com
  • 10. Idea #4: Licensing a Track for a Broadcast Ad Benefits: • Brand association with an exciting new artist, and lifestyle • Get consumers talking about the music • Complement your creative with great music • Less expensive than a Rolling Stones song! • Brand becomes associated with the “discovery” of the artist This is the most straightforward example: *A Google search for: Shampoo is a commodity. “song in garnier fructis commercial” returns 173 hits. Shampoo + Punk Rock is a lifestyle.* YES, consumers are talking to each other about music in commercials! AgencyCD can source music for broadcast ads based on a variety of criteria: – By genre – Sounds like X, but doesn’t cost as much – Specific lyrics that fit the creative Ian Sohn, Founder AgencyCD: Where Madison Avenue Meets the Music Business 917-769-6444 ian@agencycd.com
  • 11. Idea #5: Tour Sponsorship Benefits: • Brand association with an exciting new artists, and lifestyle • Media value from promoters’ efforts in local markets (i.e. TV, Radio, Print) • Your brand introduces consumers to the stars of tomorrow • Introduce the Brand to new audiences You have been tasked with promoting a new line of cell phones to the tastemaker crowd in 20 markets throughout the United States. One of the challenges is aggregating enough consumers in each market to make your efforts viable. Well, head down to the Engine Room in Houston when a hot band comes to town. Tastemakers galore! Your brand’s presence as a tour sponsor gets you access to these consumers – not only at the concert, but in the pre-promotion of the event on TV, the radio, in newspapers and online. With some creativity and strategic thinking, you can extend the value of the sponsorship with contests, VIP access for your important customers, PR efforts, etc. AgencyCD has access to management and labels, and will negotiate deal points on your behalf to you get the best value for your dollar. Ian Sohn, Founder AgencyCD: Where Madison Avenue Meets the Music Business 917-769-6444 ian@agencycd.com

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