BRING is the creative agency of Universal Music Group that offers brands the unique opportunity to turn “fan love into brand love”.
Through the entertainment group’s world-class talent, tools and capabilities from its music business and partners, the agency creates bold, strategic, and relevant work for Australian brands connecting to consumers through music and culture.
Adam Ireland, general manager of BRING, spoke to Mediaweek about the agency’s key highlights this year, the key to their successful campaigns and what to expect in the year ahead.
Being part of Universal Music Group is a unique aspect of BRING’s offering to brands and clients that sets it apart from other agencies.
“I guess we’re lucky; we’re not peering through the glass looking at culture and trying to replicate it for brands. We’re the world leader in music-based entertainment. Our business and artists are at the bubbling, ever-changing centre of culture,” he said.
Ireland noted that the agency does not need to look far to be inspired, access fandom data, access a new-music roadmap or rub shoulders with artists from a wide range of genres.
“Culture is created around us every day, so when you have some highly skilled creatives operating in that environment, they thrive, and as a result, our brand partners access those unrivalled benefits,” he added.
Ireland on BRING’s key highlights of 2022
Like a proud parent, Ireland could not choose which of BRING’s creative campaigns was his favourite.
“We’re so proud of the creativity and collaboration this year, but for me, it’s witnessing the change in the wider marketing industry,” he said.
Ireland noted that brands have always known that many of their customers share a passion for music. He said that it has only been this year that market adoption has embraced the category beyond the easy-to-access touchpoints taken hold.
“Our inaugural BRING Artist & Brand Summit at Vivid had Aussie marketers asking, “what is my voice in music?” For the first time – and their answers inspired so many beautifully integrated, clever campaigns that drove genuine success for their businesses.”
Ireland said the agency takes its leadership role in the category very seriously.
“In my view, it’s our job to educate marketers about what’s possible in Music, a category that at times has been difficult to navigate for brands but is an undeniably powerful one,” he explained.
“Now more than ever, marketers are actively jumping into music and taking full advantage of the possibilities in such a fluid and creative medium. The DNA of any brand can be expressed in music, and artists continue to embrace collaborative opportunities,” he added.
The key to BRING’s success with campaigns
BRING has had several successful campaigns this year, such as The Veronicas X Vodka Cruiser, Four’N Twenty X The Living End, and BRING X Signet.
Ireland shared that the key to bringing them together has been collaboration. He said: “This will sound cliché – but I’ll say it anyway, collaboration. If a brand wants a typical ad, they can simply pay for production and an artist fee, and you’ll get your TVC.
“But that’s not how we approach it – isn’t it better to work with an artist who is in cycle and reap the benefits of this? Isn’t it better to partner deeply with a label that is also promoting that artist’s music to every major media channel?
The Veronicas
“That’s how you get 1+1+1 to equal 10, bring together multiple parties with shared objectives, and you’ll extract a lot more value than going it alone. Or, let’s say you’re planning a major brand activation launch and would love an international artist to perform.
Ireland noted: “You’re best to partner with a promoter who is touring that artist at the time, or an artist or label that may be celebrating a significant anniversary or a planned tour.
“It’s all about collaboration, value and efficiency,” he said. “It’s the only type of collaboration that exists through our close proximity with the world of music and the types of collaboration that BRING can deliver.”
The Living End
Ireland’s outlook for BRING in the year ahead
Looking ahead, Ireland shared his optimistic outlook for BRING and its place in the industry.
“Media is fragmented, traditional media doesn’t work on its own and ‘cultural relevance’ is the primary objective for almost every upper-funnel brand-brief – marketers have never been more ready to fully embrace music at a scale we’re yet to experience,” he said.
Ireland noted that the golden era of marketers carving out their territory in music has arrived.
“We believe that most brands will have a ‘Voice in Music’ that’s fully customised and bespoke to their brand purpose in the next two years,” he said.
“Reading that it feels like such a bold claim – but the data doesn’t lie, 97% of people like or love music. We know it shapes their identity, is widely accessible and immensely malleable for brands.
“So many of the most trusted, high-performing brands are already there. It’s just a matter of time before the rest catch up.
“We couldn’t be more excited for the future of the space,” Ireland added.
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Top image: Adam Ireland