Deutsch, part of Interpublic Group, has been named creative agency of record for Oakland, CA-based music service Pandora after a review. The incumbent was twofifteenmccann, also part of Interpublic, and which is headquartered in San Francisco. Deutsch will manage the account from its Los Angeles office.
Pandora is a relatively small account but a well-known consumer brand. Ad spending by the company grew sharply last year, to $7.5 million, from $1.5 million in 2014 according to Kantar Media.
As the lead agency on the client’s integrated brand creative and digital work, Deutsch will be responsible for redefining Pandora’s brand positioning and marketing communications strategy as the music service launches new products to a new generation of users.
The client has launched a number of new services in the past 18 months, including AMP (Artist Marketing Platform) which lets artists instantly speak to their fans. Last year it rolled out Artist Audio Messages and earlier this year it introduced AMPcast, which lets artists record spontaneous audio messages on their mobile phone and target their fans.
Melissa Waters, VP Brand & Product Marketing at Pandora stated, “As we execute our strategy and launch new products in the marketplace, we need a partner with strong digital-first thinking and a category disruption mindset. Deutsch clearly demonstrates a world-class understanding of the millennial mindset and how to articulate a compelling brand position in a competitive category.”