MERCADEO Versión en español
Leo Burnett Chicago´s music team reveals the keys to align a new brand message with the perfect band
Manuela Walfenzao| 9 de septiembre de 2016
Iniciativa que combina a bandas emergentes con las marcas de Leo Burnett Chicago
Chris Clark, Jocelyn Brown, Alec Stern, Nick Keenan and Kalie Riemer make up Leo Burnett Chicago´s Music team, specialists in choosing the right music for their client’s campaigns. According to what they say, a campaign can have the best copywriting and art direction, but the right music is what can make all the difference. Taking this into account, the Music Department invites emerging bands they consider could match well with brands to work together. The event is called Bands & Brands and seeks to raise cultural relevance of brand messages and support new talents. “The most effective uses of music are the ones that demand attention, inspire the listener and clearly enhance what the brand or the concept wants to impart on the audience” said Clark, Director of Music at Leo Burnett.For the Always, Like a Girl, campaign, the agency talked to a current band, Muddy Magnolias, so they would adapt one of their songs to the concept and they created Ain’t Gonna Stop Me Now. “When you hear the booming, stadium-ready drums and vocal melodies of ‘Ain’t Gonna Stop Me Now’ you’re essentially hearing the anthem of Always’ core audience” added the Director.For the team the level of trust the entire agency has in its work is essential. “We’re able to articulate music in a way that is tangible for our internal teams and clients” said Music Producer, Alec Stern.
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