Unilever’s VP global marketing services Jorgen Bartsch explains why the company has hired agency Big Sync as the single global supplier for its music services.

It is vital for brands to take a long-term, strategic view of the music it uses in its communications, according to Unilever’s global marketing services boss.

Speaking exclusively to M&M Global, Unilever’s VP global marketing services Jorgen Bartsch said the FMCG firm is looking to place more attention to the “value of music” in its advertising.

The company has hired specialist music agency Big Sync as the single supplier for its music services across brands globally. Led by CEO Dominic Caisley, the agency will be responsible for delivering music strategy, licensing services, and amplifying brands’ use of music.

“Unilever has always had pockets of excellence, and some of our brands are exceptional [in their use of music], but do we do it consistently across our brands? Probably not,” says Bartsch, who reports to the firm’s global SVP marketing, Marc Mathieu. “This will ensure that we raise our capabilities.”

Music specialists

Big Sync will work with Unilever’s brand teams and creative agencies to implement strategic planning in the use of music, and Bartsch is confident that new system will deliver enhanced brand performance.

“The decision [of which music to use] ultimately belongs to the brand team. The involvement of agencies in selecting music will continue, but Big Sync are now to be included in that conversation because they are specialists – something I’m not sure every agency can claim,” he says.

Big Sync has been working with Unilever for 18 months, and has already completed 650 global projects, including the Axe campaign featuring a cover of Guns N’ Roses classic track ‘Welcome to the Jungle’.

The agency has offices in London, New York and Singapore, and it planning to open further offices in Europe and South American later this year to help match Unilever’s international footprint – something Bartsch says is vital: “We’re a global company, and we want suppliers who think globally and act globally. We’re looking to make sure we have comprehensive support around the world.”

And, while Bartsch admits cost-savings may be possible, he denies this is the primary driver. “First and foremost, it’s about great quality advertising that we can produce without friction, which can easily arise because of time and cost pressures.

“If we can do that professionally, and drive up our understanding of the use of music, I suspect we will be more efficient in terms of time and cost. But that is not the primary driver. All Unilever cares about is growing our brands and growing the affinity with the consumer.”