EMI, Saatchi & Saatchi team for marketing


NEW YORK -- With an eye on boosting sales of physical CDs and DVDs, premium DRM-free downloads and mobile music products, EMI Music Marketing's catalog department in the U.S. has tapped Saatchi & Saatchi to help develop and execute strategic marketing campaigns for its numerous legendary artists, Billboard.biz has learned.

EMM will work closely with Saatchi & Saatchi Los Angeles to create initiatives for the U.S. and, when applicable, adapt them for EMI Music territories worldwide.

For its part, Saatchi & Saatchi will apply its signature Lovemarks marketing philosophy -- brand loyalty beyond reason or explanation -- to innovatively connect EMI's revered artists to young and old music fans.

The ad agency will initially work with the catalogs of the Beatles, Beach Boys, the Band, Frank Sinatra, Pink Floyd, Bob Seger, the Rolling Stones and Nat King Cole. Dean Martin's forthcoming collaborations collection, "Forever Cool," is a confirmed Saatchi & Saatchi project.

"Saatchi & Saatchi has demonstrated a keen ability to create deep emotional connections and inspire extremely strong consumer loyalty," EMM president Ronn Werre said in a statement. "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."

Saatchi worldwide CEO and Lovemarks originator Kevin Roberts notes that EMI artists have captured hearts all over the globe. "We look forward to introducing music lovers everywhere to classic and new tracks that will change their world," Roberts said.