We were asked to provide best practice and innovative ideas for advertising and sponsorship that would bring brands and music closer together.
Brands have a history of genuine connections to music culture— as enthusiasts, champions and partners. So when Vevo asked us to create an innovative advertising and sponsorship model for its launch, we led with the mission of dissolving boundaries between advertising and content to create an engaging music (video) mix. Our strategy included much of what you see in the experience today—sponsored playlists, premiere sponsorships, channel takeovers and artist takeovers.
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• Established video advertising standards
• Explored out-of category ad models
• Identified branded entertainment opportunities
