News

Havas Media, One Green Bean and Bring partner to elevate Australian artists

The Havas Group’s One Green Bean and Havas Media have partnered with Universal Music Australia’s creative agency, Bring, to utilise its connections with music artists to deliver new campaign opportunities for the agencies’ respective clients.

A recent study conducted by Universal Music Group found that social content from music artists delivers up to eight times more engagement compared to their cultural figures. Bring general manager, Adam Ireland, said that the ‘Vivendi Village’ would open up new opportunities for brands to extend their reach.

Adam Ireland, Simone Gupta and Mike Wilson

“By opening up progressive and alternative marketing strategies to brands, we are able to drive authentic consumer connections for clients through artist-led initiatives,” he said.

“An exciting step for us was to collaborate with our artists and the premier ‘Vivendi Village’ organisations, members of the Vivendi Group – One Green Bean and Havas Media – to jointly develop a voice for their client’s brands in culture.”

Mike Wilson, chairman of Havas Media Group, said: “We have worked with Bring only a handful of times in the past, despite all being part of the Vivendi Village. These campaigns showcase our abilities and what we can all achieve when we work together to drive efficiencies and results for our clients.”

The first campaign from the Vivendi Village brought together One Green Bean client The Body Shop with The Voice 2020 grand finalist Siala. In support of homelessness charity, Launch Housing, the campaign will be led by Siala’s cover of Crystal Waters’ song Gypsy Woman.

For every purchase from The Body Shop this Christmas the brand will donate to Launch Housing to support women and children who are experiencing or at risk of homelessness as a result of family violence.

One Green Bean CEO, Simone Gupta, explained the advantage of the partnership with Bring on the creation of the campaign.

“Having direct access into the creative team and smart thinkers at Bring (UMG), is offering One Green Bean’s clients a unique connection into music culture and the entertainment data that enables us to smoothly implement an idea like The Body Shop Australia and Siala partnership,” she said.

The campaign is running across The Body Shop Australia’s social media, and will include a Tik Tok donation drive challenge. It will also be promoted on Siala’s Spotify profile.

Shannon Chrisp, The Body Shop Australia’s marketing and corporate responsibility director, added: “We are excited to partner with activist and singer Siala, to connect with our audience of young, smart, ethically engaged women, and in turn, engage them in our campaign to drive real change for women experiencing homelessness.”

Bring has also collaborated with Havas by bringing on country music trio The McClymonts and Chris Sebastian for a Destination NSW campaign.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.