Indie distributor and label group [PIAS] has just announced the launch of a new pan-European digital marketing agency to be called, hey, tell you what, guess. Go on, guess. No? Yeah, it was a tricky one for a Monday morning. It will be called [PIAS] Digital Marketing. Yeah you’re right, you’d never have got that. Not in a million years.
The new agency will be led by Darren Hemmings, who joins [PIAS] from the Virgin Group. It will offer all of the following: campaign strategy, creative marketing partnerships, mobile marketing and interaction, data management and international co-ordination, all informed by extensive performance metrics. Some of those services will be offered through partnerships with other companies, including digital ad people Silence Media. At launch the new agency will work with the likes of Tiesto, Placebo, The Temper Trap and Thomas Dybdahl.
Confirming the new launch, Hemmings told CMU: “[PIAS] Digital Marketing is a dedicated service that provides labels and clients with a comprehensive digital marketing solution. Rather than focussing purely on an album product cycle, we seek to work with all elements of an artist’s activities, such as live and merchandise. This maintains a more consistent approach to artist/fan interaction making this service as relevant to managers as it is to labels. Until now the majority of digital campaigns have been PR-led with strategy coming as an afterthought. Our belief is that campaign strategy and architecture is the key, with PR following that lead as one constituent part of the process”.
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