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Olivier Robert-Murphy from Universal Music Group: Music Is A Powerful Storytelling Force Inspiring Emotional Connection
Manuela Walfenzao| 3 de marzo de 2017
Robert-Murphy: 83% de los millennials no puede imaginar una vida sin música
Olivier Robert-Murphy, Global Head of New Business at Universal Music Group was recently announced as president of the Jury for Entertainment Lions for Music category at the 2017 Cannes Lions festival. In this regard, he wrote a post in LinkedIn about what makes a great creative campaign in this competitive category, but also: why is music becoming more important in the marketing mix? “Music is a powerful storytelling force inspiring emotional connection and engagement across cultures, races and generations” he answered. In fact, he explains that’s why 78% of CMOs think content is the future of marketing (Hanley Wood Media). “But the real secret to music’s success is not only the maturing of Justin Bieber as a pop star, or the re-emergence of classical as a core genre. It’s also one word: data. Thanks to the digital revolution, we are now in a position to positively inform brands on how to deploy music in their marketing mix” he explained. For Robert-Murphy jurors look out for three main factors on the campaign trail. First, storytelling, which is vital, because “where there is a coherent brand/artist synergy and a compelling story, awards won’t be far away.” Second, emotion which wins, not just in campaigns, in the jury room too. And third, ingenuity, which it’s about venturing into the unknown, creating history. He gave his personal Cannes checklist: Penguin outfit, suncream (JOKE), glasses (both reading and sunglasses), digital pen, Berocca Tablets, back up battery (x3), and liver transplant.
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