The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Craft / Use of Music
Annual ID
OS23_RA043M
About the Work
Studies show that Spotify outperforms other channels in engagement, emotional resonance, recall and breakthrough. And yet, marketers still saw it as a nice-to-have, spending just 1% of their budget on digital audio. Spotify needed to convince them to reconsider Spotify Advertising, and make it a must-buy in their marketing mix.
We realized Spotify had a unique, deeply overlooked benefit. People tune out countless ads every day, but on Spotify, users are actually there to listen. So we created the All Ears on You platform to show marketers the power of attention on Spotify, and began targeting the most influential opinion leaders of all – CMOs.
We knew they were avid Spotify listeners too, so we spoke to them as humans rather than CMOs, and reminded them how engaging Spotify is by bringing their own brand love and listening data to life.
Without any paid media budget, we targeted 14 elite CMOs and started a conversation they couldn’t possibly ignore. We created “A Song for Every CMO” — 14 original, silly-yet-serious odes written specifically for 14 influential CMOs. They were so delighted by these tributes that they praised Spotify in the press and on social media, driving consideration and helping Spotify Advertising grow 75% YOY – reaching a record €1B in revenue, its strongest year yet.
The first wave of CMO songs drove so much word-of-mouth and demand that Spotify received eager requests from other CMOs for their own songs. In September 2022, we dropped a whole new album of custom-made songs to add to the playlist – and A Song for Every CMO continues.
2023 Awards
Total Points: 3
Merit
Credits
Agency
FCB / New York
Client / Brand
Spotify
Music / Sound Production Company
Wave Studios
Chief Creative Officer
Gabriel Schmitt
Michael Aimette
Danilo Boer
Composer
Watt White
Creative Director
Alexandre Abrantes
Executive Creative Director
Gary Resch
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
Strategy Director
James Friedman
SVP Group Account Director
Tara Graff
CEO
Emma Armstrong
Chief strategy Officer
Todd Sussman
Director of Integrated Production
Adam Isadore
Editor & Animator
Breithner Monteiro
Global Creative Director
Richard Frankel
Global Creative Lead
Tammijean Triplett
Global Director, Enterprise Marketing
Sarah Kiefer
Global Strategy Manager
Andrea Kim
Integrated Producer
Chris Lenz
Management supervisor
Jessie Gwilt
VP, Group Strategy Director
Kelsey Steele
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