The new marketing director at Simon Cowell's Syco Music, Michelle Marks, says the label is committed to finding the next One Direction and that there's now a "greater desire" among brands and
musicians to be aligned "than ever before." She told Marketing Week: "While the brand has been very successful already, I think it's time to think differently about marketing our artists. We
want to focus on finding brand partners that are inherently entertaining and on mobile, as that's where the bulk of our audience sits."
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