Universal Music, One Green Bean + HOST have got together to launch an agency. BRING, that marries brands and popular culture.
The new entertainment marketing agency will have, “one foot in entertainment and two in brand land,” BRING states in its video.
It will connect brands with influencers and celebrities, deliver content (“that demands an encore”) and other marketing solutions, and create partnerships across music, arts, film and sport.
“We solve brand problems by tapping up passion points and plugging them into a purpose.”
The agency will work from Sydney and have eight members at launch, led by managing director, Roddy Campbell; executive creative director, Cameron Farrelly and OGB & HOST global chief executive officer/founder, Anthony Freedman.
Campbell, Farrelly and Freedman have previously launched entertainment partnerships with brands liked O2, ANZ, Coca-Cola, Nike, Virgin Mobile, and Air New Zealand.
As well as the access provided by the world’s largest music company, Universal Music, BRING will use its connections to live event promoters, film and entertainment companies such as Universal Pictures, star athletes through U-Sports and social influencer relationships held by OGB/HOST.
“We’re really excited about helping brands to create culture rather than badging it, borrowing it, or bankrolling it behind the scenes,” Anthony Freedman stated.
Roddy Campbell added, “With BRING, we think we can deliver the best marketing solutions directly from common sources of consumer passion. BRING’s meeting of minds will allow us to create real-deal culture, valuable earned media and solutions that live in entertainment. We’re really excited.”
To add oomph to its launch,BRING is hosting the first Creative In Residence program, inviting high profile talent to collaborate with the Bring team to respond directly to a brand’s business challenges.
Upcoming co-creation opportunities include Lady Gaga, Ellie Goulding, Mike Tyson, Instagramer @hellomissmay, Kevin Hart and Ice Cube around the release of Ride Along 2, and Australia’s Troye Sivan.
George Ash, president Asia Pacific Universal Music Group, commented, “We are privileged to work closely with the world’s greatest talent who truly define popular culture. They create the content people are choosing to engage with, and generate audiences bigger than any media platform on the planet.
“The demand for music and entertainment has never been higher which is why we’re so excited about the launch of Bring and what it will mean for the fusion of advertising and fan engagement. Working with the best partners, we believe Bring can help brands unlock the unrivalled passion to hit their own goals as well as providing expanded creative opportunities for our artists It’s going to be heaps of fun.”
