`brand Sounds - Music And Brands´

Brand Sounds - Brand New! John Groves and the managing director of \STREAM (a division of TBWA\ Group Germany), Michael Kramer are talking about the small but important difference between “brand entertainment” and “branded entertainment”. Moreover, they are talking about the NIVEA “Around The World” campaign. The intention thru the emotional effect of the music was a rejuvenation of the brand NIVEA. \STREAM initiated a co-operation between NIVEA, WARNER MUSIC and the band ASHER LANE. The song “New Days” was especially composed for this campaign and \STREAM started a very smart promotion…