Turning up the Volume for Live Nation in the Ad Space
Situation
Every day, the biggest stars in music look to Live Nation, the world’s largest live entertainment company, to provide the stage to share their artistry with fans. When Live Nation came to DGC, however, the same wasn’t necessarily true for brands looking to connect with consumers. The company needed a more compelling narrative for the advertising and marketing ecosystem.
Approach
DGC helped develop an ownable thought leadership platform for the leadership of Live Nation’s strategic partnerships division, “Live Nation: At the intersection of Bands and Brands,” and brought it to market through a comprehensive speaking engagements and on-site activation strategy. From the Fast Company Innovation Festival to SxSW and the Cannes International Festival of Creativity to Advertising Week, if senior brand decision makers would be on-site, DGC made sure Live Nation was, too. We turned the paradigm from pitching media to fielding media enquiries.
Results
Live Nation’s industry event omnipresence resulted in critical awareness and relationship building, leading to key management’s inclusion on the most influential editorial lists in the business including Billboard Power 100 and Fast Company’s Most Creative People in Business, among others.
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