Brand Building with the Currency of Music: Interview with: Roddy Campbell, VP Commercial Development, EMI Music, a speaker at the marcus evans CMO Summit 2012, on how music can be better utilised by Chief Marketing Officers.

1. Brand Building with the
Currency of Music
How could they meet their that we could better utilise the artists
objectives? we have on board, so instead of
spending millions on TV campaigns, we
Many CMOs adopt a short-term now better leverage the power of the
approach. We see brands dipping into content we have. This allows us to
music without any real strategic achieve reach on a much more cost
direction, doing it for the sake of efficient basis.
associating with a popular medium.
They run random sales promotions Consumer Insight has also made us far
without any real opportunity to get an more efficient marketers. We have a
ROI or build their brand equity. pretty sophisticated quarterly research
programme that is more common in fast
We see companies spend their whole -moving consumer goods and retail
Interview with: Roddy Campbell, VP budget sponsoring a festival, with no brands, which has given us a good
Commercial Development, EMI marketing budget to activate those understanding of our consumers. We
Music associations. The rights package might segmented consumers into 11 profiles
give them a few placements of their with distinct buying, discovery and
brand and access to a database, but media consumption habits. We now
Music is one of the most popular passion those are generally not enough to cause spend less money on targeting the
points, capable of evoking powerful a shift. wrong consumer, and can offer many
emotional responses from consumers, different forms of each product, just
says Roddy Campbell, VP Commercial Artist and marketing opportunities come sliced and diced in a different way, for
Development, EMI Music. This makes up on quite short lead times, so we each group.
music a great starting point for Chief have prepared ourselves for delivering
Marketing Officers (CMOs), but the full campaigns in short time frames, Music offers all sorts of options to
challenge lies in translating passion into often integrating a ready-made media marketers – making a successful
tangible results for a brand, he adds. activation for a brand. connection is really going to come down
to knowing your customer and what’s
A speaker at the forthcoming marcus What I would say to brands is to be very important to them in a music
evans CMO Summit 2012, in the Gold clear on the objectives, define them in a experience.
Coast, Queensland, Australia, 26 - 28 proper brief and involve the artist or
September, Campbell puts the spotlight label as early in the creative process as
on music, and discusses how the possible. The creative vision of an artist
marketing industry can execute more and sense of involvement can add real Music offers all
successful branding campaigns. credibility and a label can amplify the
campaign enormously by dovetailing it sorts of options to
Why should marketers use music? with a music story where relevant.
marketers – making a
Brands have been using music to It’s both challenging and exciting to successful connection
market products for years. Research has make the marriage between commerce
regularly identified music as one of the and art a happy one. There are tons of is really going to
most popular passion points, music activations, but only a few stick come down to
benchmarked against sports, movies, around and become memorable.
reading and other hobbies. Music knowing your
marketing might not be a new concept What tips could you give to CMOs
but the volume and diversity of for keeping brands relevant to the
customer and what’s
campaigns around the world shows market? important to them
brands are trying to leverage that
passion in many different ways these In terms of how we market our own in a music experience
days. What’s emerging is a common “brands” i.e our artists, the marketing
thread on delivering return on mix has changed from a lot of paid
investment (ROI). media to earned media. We realised

2. About the CMO Summit 2012
The Marketing Network –
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delivers peer-to-peer information Queensland, Australia, 26 - 28 September 2012. Offering much more than any
on strategic matters, professional conference, exhibition or trade show, this exclusive meeting will bring together
trends and breakthrough esteemed marketing professionals and solution providers to a highly focused and
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fuelling creativity, supercharging the potential of social media and tapping into
consumer insights.
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To view the web version of this interview, please click here: www.cmoanzsummit.com/RoddyCampbell