A song for every CMO

Spotify Advertising, in collaboration with FCB New York, orchestrated a campaign that hit a high note in B2B marketing by leveraging its extensive data to serenade CMOs from top global brands with personalized songs. This ingenious campaign, "A Song for Every CMO," demonstrated the untapped potential of Spotify's advertising platform, harmonizing personal touch with big data.

At the core of this strategy was the creation of custom tracks for 14 marketing maestros, including CMOs from L’Oréal, Mastercard, and Samsung. These songs were not just melodies but tailored compositions reflecting the personal and professional narratives of these executives, echoing their accomplishments and preferences with a precision that only Spotify's data could enable.

This was a symphony of marketing brilliance, showcasing Spotify's mastery of hyper-targeting and cultural insight. Each CMO, involved in every step, received a bespoke platinum record with a scannable code leading to their unique song—a blend of appreciation, engagement, and proof of Spotify's advertising acumen.

Key Takeouts:

1. Beyond the Playlist: Spotify used its deep understanding of individual listening habits to create a memorable, bespoke marketing experience that transcended traditional advertising methods.

2. Data-Driven Creativity: The campaign exemplified how data can inform and inspire creativity, resulting in a product that resonates on a personal level and demonstrates the platform's targeting prowess.

3. Engaging the Influencers: By engaging CMOs, who are influencers in their own right, Spotify ensured that the campaign's ripples would be felt across the vast networks of these corporate leaders, amplifying the message.

In summary, "A Song for Every CMO" was a concert of marketing ingenuity that resulted in Spotify Advertising's best year to date. The campaign’s success proved that B2B marketing doesn't have to play second fiddle to B2C in creativity and impact. It also underscored the universal truth that, whether in B2C or B2B, the key to engagement lies in recognizing and appealing to the human element—businesspeople are, after all, people too.

Board

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• Credits

  Agency Network: FCB

  Holding Company: Interpublic Group

  Production Company: Watt White Music, Maplewood

  Advertiser Brand: Spotify/Spotify Advertising, New York

  Advertising Agency: FCB New York, New York

  Entrant Company: FCB New York, New York

  Music/Sound Company: Spotify, New York

  Music/Sound Company: Wave Studios, New York

  Co-Chief Creative Officer: Michael Aimette / FCB New York

  Co-Chief Creative Officer: Gabriel Schmitt / FCB New York

  Global Creative Partner: Danilo Boer / FCB New York

  Chief Strategy Officer: Todd Sussman / FCB New York

  Executive Creative Director: Gary Resch / FCB New York

  Creative Director: Alexandre Abrantes / FCB New York

  Associate Creative Director: James Meiser / FCB New York

  Senior Art Director: Justin Batten / FCB New York

  Senior Copywriter: Ken Syme / FCB New York

  Director of Integrated Production: Adam Isidore / FCB New York

  Executive Producer: Chris Lenz / FCB New York

  Music Producer: Melissa Chester / FCB New York

  Senior Digital Producer: Margot Meyerhoff / FCB New York

  SVP Business Lead: Tara Graff / FCB New York

  Account Supervisor: Sean Kittredge / FCB New York

  Director, Strategic Planning: James Friedman / FCB New York

  Editor & Animator: Breithner Monteiro / FCB New York

  Composer/Singer/Songwriter/Producer: Watt White / Watt White Music

  Head of Advertising Business Marketing: Khurrum Malik / Spotify

  Global Strategy Manager: Andrea Kim / Spotify

  Global Director Enterprise Marketing: Sarah Kiefer / Spotify

  Creative Director: Richard Frankel / Spotify

  Global Creative Lead: Tammijean Triplett / Spotify

  Sound Designer/Mixer: Chris Afzal / Wave Studios

  Sound Designer/Mixer: Isaac Matus / Wave Studios

  Executive Producer: Vicky Ferraro / Wave Studios