d5-04-05 ok:25•01 front 24/06/09 21:57 Page4
4 NEWS
HISTORY
CONTINUES
TO REPEAT
ITSELF
AT THE Leo Burnett & Conta-
gious seminar, Wildfire Sto-
ries: Pass It On, Kevin Flatt,
executive vice-president and
executive creative director of
Little Steven van Zandt (left) and Tim Mellors on stage at yesterday’s Grey music seminar Norwegian band Cocktail Slippers: signed to Little Steven Van Zandt’s label, Wicked Cool
digital practice at Leo Bur-
nett, Arc USA, and Marc
Little Steven predicts big future
Giusti, group chief digital offi-
cer of Leo Burnett UK, drew a
series of parallels between
historical facts and the mod-
for the role of brands in music
ern world. “Cave painting
from 32,000 years ago
reflected the every-day life of
tribes in exactly the same
way that urban graffiti does
LITTLE Steven Van Zandt, mu- Springsteen’s E Street band and including my own, and much played two numbers at the event. now,” Flatt said. “And Confu-
sician, actor, music-label owner, played Silvio Dante in the global more. In quite a lot of cases, “Someone gave Little Steven a cius invented the modern tag
producer, songwriter and un- television hit The Sopranos – brands and agencies these days CD of ours when he played in line. For example, ‘A journey
derground radio DJ, joined talked about the growing im- are doing what record labels Oslo and he started playing it of a thousand miles starts
Tim Mellors, vice-chairman portance of brands in music. used to do. And I believe that on his radio show,” said Cock- with one step’ is Nike’s Just
and worldwide chief creative “Brands are now playing a sig- this relationship is only going tail Slippers guitarist Rocket Do It.” Jesus also set a prece-
director of Grey Group, at yes- nificant role in the discovery to get bigger in the future.” Queen. “A year later, he con- dent that is hugely relevant
terday’s Talkin’ Music semi- of new talent,” he said. “In a The Norwegian band Cock- tacted us and asked us if we today, Giusti suggested. “The
nar. Van Zandt – who was a broader way, sponsorships en- tail Slippers, signed to Van wanted to sign to Wicked Cool. parables were spread by
founding member of Bruce able tours and radio shows, Zandt’s label Wicked Cool, Of course we said yes.” a73 word of mouth,” he said.
“News about The Sermon On
Independents punch above their weight
The Mount spread like wild-
fire. And the modern equiva-
lent of the Greek chorus,
which offered insight to the
JULIANBoulding, president and Bradley Kay, president and part- thing that we harnessed on be- audience in Greek theatre, is
founder of thenetworkone, in- ner at SS+K in New York, ex- half of the cell-phone com- Twitter.”
troduced the Independent plained how his agency – whose pany Credo. The company now
Agency Showcase with a big personnel ranges from ballet gives a percentage of its profit
thought. dancers through political lob- to progressive political move-
“I was fascinated by the fact byists to ex creative directors ments. By using a Credo phone,
that Twitter’s Biz Stone said of Chiat Day – approaches prob- you are making a political state-
that only 50 people work for lem solving. ment.”
the company, but it’s the most “We are 60 people and we have Another political cause with
talked-about company in the no separate departments,” he which SS+K was famously in-
world,” he said. “It’s the same said. “We concentrate on try- volved was helping Barack
for most independent agen- ing to understand social forces. Obama’s presidential campaign
cies. They have few staff but These are things like a sense to secure the all-important youth
SS+K’s Bradley Kay: understanding social forces
great flexibility.” of rebellion, which is some- vote.a73
Leo Burnett UK’s Marc Giusti: studying the Bible
THURSDAY 25
TH
JUNE 2009
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