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A Song for Every CMO
Agency FCB / New York + Spotify Advertising / New York + Wave Studios / New York + Watt White Music / New York
Category
Brand Voice
Annual ID
OS22_PR053M
About the Work
Spotify’s engagement levels are higher than any other medium (+24% over tv and +27% over social) yet digital audio advertising lags far behind other channels, earning under 2% of media spend. The brief was simple: prove that Spotify Advertising captures the complete attention of whatever audience marketers are seeking in order to capture a larger share of marketer attention and media spend.
To kickstart conversation amongst key marketing decision makers, we demonstrated Spotify’s laser-targeting capabilities with “A Song For Every CMO” – original songs written about and dedicated to the world’s top CMOs at companies such as Frito-Lay, Kimberly-Clark, Indeed, CVS, General Mills and more. Using Spotify’s data and insight muscle and recorded at Spotify Studios, we tailored each composition to its subject CMO.
The light-hearted stunt drove enormous media and social conversation within the marketing community, inspiring multiple CMOs to reach out, requesting “CMO Songs” of their own.
A potent and differentiated message cleverly brought to life, “A Song For Every CMO” drove immediate and unprecedented results far beyond campaign objectives: 75% year-to-year growth and €1 Billion ad revenue for the first time ever, making 2021 the best year in Spotify Advertising history.
To kickstart conversation amongst key marketing decision makers, we demonstrated Spotify’s laser-targeting capabilities with “A Song For Every CMO” – original songs written about and dedicated to the world’s top CMOs at companies such as Frito-Lay, Kimberly-Clark, Indeed, CVS, General Mills and more. Using Spotify’s data and insight muscle and recorded at Spotify Studios, we tailored each composition to its subject CMO.
The light-hearted stunt drove enormous media and social conversation within the marketing community, inspiring multiple CMOs to reach out, requesting “CMO Songs” of their own.
A potent and differentiated message cleverly brought to life, “A Song For Every CMO” drove immediate and unprecedented results far beyond campaign objectives: 75% year-to-year growth and €1 Billion ad revenue for the first time ever, making 2021 the best year in Spotify Advertising history.
2022 Awards
Total Points: 3
Merit
Credits
Agency
FCB / New York
Client / Brand
Spotify Advertising / New York
Production Company
Watt White Music / New York
Music / Sound Production Company
Wave Studios / New York
Animator
Francisco "Chicoh” Andrade
Creative Director
Alexandre Abrantes
Richard Frankel
Executive Creative Director
Gary Resch
Executive Producer
Chris Lenz
Vicky Ferraro
Producer
Eleni Giannopoulos
Account Supervisor
Sean Kittredge
Associate Creative Director
James Meiser
Music Producer
Melissa Chester
Senior Art Director
Justin Batten
Senior Copywriter
Ken Syme
Senior Digital Producer
Margot Meyerhoff
Chief Strategy Officer
Todd Sussman
Co-Chief Creative Officer
Gabriel Schmitt
Michael Aimette
Composer / Singer / Songwriter / Producer / Interview
Watt White
Director of Integrated Production
Adam Isidore
Director, Strategic Planning
James Friedman
Editor & Animator
Breithner Monteiro
Global Creative Lead
Tammijean Triplett
Global Creative Partner
Danilo Boer
Global Director Enterprise Marketing
Sarah Kiefer
Global Strategy Manager
Andrea Kim
Head of Advertising Business Marketing
Khurrum Malik
Integrated Producer
Doria Lacey
Sound Designer/Mixer
Chris Afzal
Isaac Matus
Studio Director
Liz Ludden
SVP Business Lead
Tara Graff
VO
Jay Marsen
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