EMI US has engaged the services of Saatchi & Saatchi's LA office to plan marketing campaigns around a number of the major's catalogue artists in a bid to drive CD, DVD, digital and mobile sales.
The ad agency will employ its 'Lovemarks marketing philosophy', which aims for "brand loyalty beyond reason or explanation". Yes, that's right, the "Lovemarks marketing philosophy" of "brand loyalty beyond reason or explanation". People get paid to come up with this shit you know. I'm in the wrong job. Anyway, the ad bods will now use their "Lovemarks" philosophy to flog rereleases from the likes of the Beatles, Beach Boys, The Band, Dean Martin, Frank Sinatra, Pink Floyd, Bob Seger, the Rolling Stones and Nat King Cole.
Commenting on the alliance with Saatchi & Saatchi, EMI Music Marketing President Ronn Were told reporters: "Saatchi & Saatchi has demonstrated a keen ability to create deep emotional connections and inspire extremely strong consumer loyalty. We look forward to collaborating with Saatchi and developing ways to enlist current and future fans to discover and rediscover our music in exciting and unexpected ways".