M a k e a n o i s e

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M a k e a n o i s e

  1. 1. MAKE A NOISE BECAUSE NO ONE NOTICES THE WALL FLOWER. BECAUSE MUSIC MOVES PEOPLE. ALL TOO OFTEN, BRANDED ACTIVITY BLENDS INTO THE PLETHORA OF ‘ME-TOO’ MUSIC PROPERTIES. WORK WITH US & WE’LL GIVE YOU SOMETHING TO SAY. LOUDLY. AND WE’LL STAGE A LONG-TERM, UNIQUE AND OWNABLE BRAND PROPERTY THAT DELIVERS AGAINST CLEAR MARKETING METRICS.
  2. 2. A WALK IN THE PARK IT AIN’T It requires a blend of different skills – and that is what our team is built to deliver, a unique combination of the right skills and experience to build and activate a distinctive and long-term music platform that will operate 360-degrees across channels to deliver tangible results Neon – Integrated campaign creation and delivery Pitch & Sync – Artist and music industry experts Jeff Macdonald - Brand expert (and architect of the Bacardi B-Live music platform) Three sets of skills combining to: Plan, Create, and Evaluate Building a winning music platform and executing it effectively, is not that simple
  3. 3. WE WON’T GIVE YOU • An existing property with a brand logo slapped on it • Something indistinguishable from lots of other branded music properties • A concept that consumers enjoy but can’t quite remember exactly which brand created it • Something that your brand cannot own over the long term • One hit wonders that excite for a few minutes / hours and then fades into distant memory • Something that does not deliver against very clear and agreed marketing objectives (and at a sensible cost per contact)
  4. 4. BUT YOU WILL GET • A concept built from scratch to meet your specific marketing objectives • An idea that brings your core brand values / POV to life • An idea that provides your target consumer with genuine value that they cannot ignore • A fully integrated solution built to connect with the target consumers’ lives frequently enough to build real engagement • A long-term plan to develop a lasting music legacy, with clear stages and objectives for each planning period • A balanced blend of Brand, Music and Integrated Marketing expertise and experience to make sure that the platform delivers fully
  5. 5. WHO WE ARE INTEGRATED SKILL SET & SOFT DRINKS EXPERIENCE Coming from a larger agency with specialist subdivisions makes our team focus on the overarching IDEA, that will engage consumers and trade, and be campaign-able across all the channels and touch points that we need to activate. We have worked with many of the leading brands to deliver memorable an effective campaigns. Coca-Cola Enterprises was a large client for 12 years. We worked on Coke & Music, and campaigns for Energade and Burn energy drinks. Integrated capabilities cover: - Campaign Strategy and Planning - Creative design and copy - Advertising and Comms - Media planning / partnerships - Digital, social media, content - LIVE experiential / sampling - Promotional / shopper Part of Crown Business Communications: T/over £6M, 40 staff.
  6. 6. WHO WE ARE PITCH & SYNC • Music business experts who bring together artists and brands to create credible and compelling music related campaigns - integrated multi-channel campaigns, music and talent sourcing, bespoke composition and sound design • With over 15 years hands on experience working for and with record labels, publishers, event promoters, live agents and artist managers (such as Warner, EMI, Sony, Ministry of Sound, Moving Shadow, Wall of Sound, BMG,Kobalt, Fabric, 333, Tap Management, Big Life and CMO) means that we are personally connected to all the key individuals, companies, movers and shakers in the business - and know how this complex business works • Independent and not affiliated with any particular rights or stake holder so able to secure the best talent and right solution for each project • Have worked with major global brands across multiple sectors • Recent projects have involved talent such as Lana Del Rey, Del La Soul, Paul Epworth, Paulo Nutini, Groove Armada, Amon Tobin, Phantogram, Steve Mason, Scissor Sisters, Clams Casino, Hot Chip and Metronomy. • P&S take music seriously • It’s company policy to attend a minimum of 3 live shows a month. Staff have a gig allowance to encourage live new music discovery • P&S publish a free weekly Tracks Of The Week service which has become a highly regarded music tipping source. • Earlier this year, P&S started shooting a series of music videos from their offices in Shoreditch: http:// www.youtube.com/shuttersessions
  7. 7. CASE STUDY 1 • One  of  the  largest  global  music  proper4es  of  the  past  decade • Built  to  communicate  the  core  brand  idea  (Taste  of  Life  –  that  comes  from   exci4ng  mixes),  drive  consumer  engagement  and  improved  affinity  and   considera4on • Covered  25  markets,  300  events,  1,500  ar4sts  delivering  0.5m  direct  /  150m   indirect  contacts • Mul4-­‐channel  -­‐  live  events,  ar4st  partnerships,  exclusive  video  and  music   content,  syndicated  radio  show,  online  micro  site,  PR • Innova4on  at  heart  of  the  property  –  many  firsts  including  ar4st  crea4ve   directors,  mobile  radio  sta4on,  brand  record  label,  music  downloads  and   streaming,  ar4st  recording  deal  (Groove  Armada) https:// www.youtube.com/ watch?v=5tTLrEgc-YE
  8. 8. • Strong  posi+ve  WOM  (65-­‐75%*)  amongst  a;endees • But  crucially,  developed  a  highly  cost  effec+ve  CPC  model  through  effec+ve  amplifica+on  of  events  via  indirect   ac+vity  (WOM,  PR,  digital)  –  cost  per  indirect  contact  $0.10  per  consumer** • And  amongst  the  larger,  indirect  audience: • Established  strong  brand  associa+on  with  music  –  41-­‐71%*  across  lead  markets • Grew  brand  affinity  (+10  pp***)  and  considera+on  (+15  pp***) *  range  of  results  across  lead  markets  of  US,UK,  Spain  and  Germany **  costs  based  on  German  campaign  example ***  weighted  global  score  based  on  lead  markets  of  US,UK,  Spain  and  Germany
  9. 9. A  campaign  to  drive  awareness  of  Glenfiddich   beyond  its  usual  trade  press  amongst  its  target.  P&S   selected  Richard  Hawley,  an  arAst,  who  was  not  only   on  brand  but  also  a  mouth  piece  who  passionately   arAculated  the  brands  heritage  through  music  and   consequently  PR.  3  bespoke  songs  were  wriEen  at   the  DisAllery,  released  exclusively  by  Glenfiddich   which  were  played  live  at  an  inAmate  show  in   London.   StaAsAcs   Total  pieces  of  coverage:  88 Total  circulaAon:  4,772,732,519 Total  reach:  4,774,685,224 Message  Pull  Through   98%  includes  the  brand  name 81%  includes  link  to  website 78%  includes  pioneering  messaging 91%  includes  branded  images CASE STUDY 2 h;p://www.youtube.com/watch? v=Ko0pwrI7I8M&feature=youtu.be
  10. 10. CASE STUDY 3 Neon  were  selected  by   Sanyo  Japan  to  promote   XacA  dual  HD  cameras   across  7  key  markets.  The   brief  required: CreaAve  proposiAon  that   would  endure  for   subsequent  product   launches,  and  appeal  to  a   wide  range  of  target   audience  groups InternaAonal  media  partner Recruit  Key  Influencers  to   create  and  share  content AdverAsing:  Press  and  on   line ExperienAal  scooter  tour,   blog  and  PR   :http://www.youtube.com/ watch? feature=player_embedded& v=aEr5PZdyaNc
  11. 11. Nick  Cunningham MD  –  Neon Has  25  years  of  experience   working  on  top  brands.   Previously  MD  Group   Development  at  Dynamo,  and   MAA  Board  Director.  He  was   approached  by  Crown  Business   CommunicaAons  to  start  Neon   in  2009. So_  drinks  experience  totals  10   years  working  on  CCE  drinks   across  all  channels. Phil  Pawsey   Crea8ve  Director Previously  CreaAve  Director  of   Wax  CommunicaAons.  Winner   of  many  industry  awards   including  Best  Integrated   Campaign  MAA  Awards. A  wealth  of  experience  in   FMCG,  retail,  electronics  and   finance  across  all  markeAng   disciplines. Jeff  Macdonald Exec  Planning  Director Jeff  has  over  20  years  markeAng   experience,  working  on  some  of   the  world’s  largest  brands  such   as  Nokia,  Bacardi  and  Nestle.  As   Global  Brand  Director  for   Bacardi,  he  built  the  global   music  property  Bacardi  B-­‐Live.  A   passionate  brand  builder  with   experAse  in  brand  idenAty  and   posiAoning,  campaign   development,  acAvaAon   strategy  and  innovaAon. Alex  Lavery Crea8ve  Director  P&S Alex  won  the  BriAsh  Council’s   Young  CreaAve  Entrepreneur   Award  for  Music.  P&S  work  has   won  D&AD,  Music  Week  &   Media  &  MarkeAng  awards.   Outside  of  P&S,  Alex  has  taken   the  gamble  with  his  own  money   signing  bands  he  passionately   believes  in.  P&S  are  proud  to   retain  respect  and  credibility  in   the  music  industry  and  conAnue   to  grow  brand  clients  and  a   porgolio  of  work  to  be  proud  of.   Hugh  Taylor Head  of  Digital Hugh  has  worked  in  MarkeAng   for  over  20  years  and  heads  up   a  great digital  team.  They  are   responsible  for  technical  spec,   build  and  delivery  of  all  our   digital  work.  Having  this   resource  based  in  the  same   office  has  been  a  huge  benefit  ,   saving  cost  and  increasing   efficiency. THE LINE UP
  12. 12. IN A NUTSHELL • We are passionate about music and what it can offer to brands • But we are also passionate about delivering tangible results from music activity • And our collective experience in this area tells us not to offer you the same-old, typical agency solution • Because that will give you the same-old, typical music solution which will be sub-optimal • Instead, we are deliberately tailor-made to deliver the 3 essential elements of a winning brand music platform – clear brand identity + strong music credibility + integrated marketing executional excellence • So, let’s make some noise together

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