Omelet Wins Guild Guitars Account

by Larissa Faw , August 18, 2015

From Ritchie Valens to the Goo Goo Dolls, Guild Guitars has been the preferred musical instrument for many professional musicians.

Now, the music brand is naming Omelet as its new AOR following a competitive review.

“Guild is more than just a guitar brand; it’s been the preeminent choice for epic musicians like Eric Clapton, Slash, and Tom Petty,” said Ryan Fey, Omelet’s cofounder and chief brand officer. “We’re stoked to help these guys further refine their brand image and target a new era of musicians.”

Omelet will first develop a campaign running across print, content and social media that aims to revive the 62-year-old brand among millennials.

The concept is likely to emphasize the brand's history, which included Richie Havens opening the 1969 Woodstock festival with his Guild D-40.

"Unlike most guitar brands, this will be coming from a much more human point of view. Guild has a personality and a history," said Fey. "It’s a true American brand that will be manufacturing its products right in Southern California, so it just makes sense that it has its own unique voice to accompany. We’ll also be targeting millennials in a way that doesn’t alienate Gen X and Boomers, Guild’s current core players.”

This account reflects a brand in transition. In 2014, Guild was acquired by Cordoba Music Group from Fender Musical Instruments. This management switch includes bringing production of its USA-made guitars back to California. This is also the first time the Guild is working with an agency.

“We needed a creative partner that understood Guild’s heritage and shared our vision for how it can develop in the future,” said Jonathan Thomas, president of Cordoba Music Group. "We’re really excited to take Guild to another level.”

accounts, ad campaign, agency, music, social media

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