A Media Partnership Bringing An Evolving Media Marketplace & The Music Industry Together
CAPABILITIES
Traditional
DRTV
OOH
Radio
Direct Mail
Digital & Mobile
Fixed Targeting (Geo/Device/Channel)
Behavioral Targeting (Context/Audience)
Retargeting/Reengagement
Geofencing
Web/App Engagement
DSP/DMP Trading Desk Management
Social
Influencer Dissemination
Context Distribution
Experience Development
Programmatic Direct
Technology / Data
Data Enhancement
Wifi/Bluetooth/iBeacon Development
Consumer Intelligence
Brand/Campaign Performance Surveys
Brand Safety/Delivery Verification
PROCESS FOR SUCCESS
MEDIA LANDSCAPE REVIEW
Concrete.Fearless remaps internal thinking around media technology, media/data tools, measurement platforms, and exchange/network solutions regularly to ensure an innovative approach to all media processes.
CLIENT OBJECTIVE REVIEW
Concrete.Fearless reviews all client objectives, then develops a tactical approaches to all KPIs within frame of defined strategic perspective.
COLLABORATION
Concrete.Fearless is dependent on a collaborative media process, and shares all media planning thoughts, direction, and updates through constant communication.
PLAN DEVELOPMENT
Concrete.Fearless develops a tailored and individualized package of media plans/services/deliverables against all plan requirements.
TEST-AND-LEARN EXECUTION
Concrete.Fearless leverages aggressive optimization processes to all media plan executions to dynamic media plans that are responsive to KPI performance.
DATA CENTRALIZATION
Concrete.Fearless utilizes data centralization processes to ensure all cross-channel media delivery is measured and analyzed with the objective of generating actionable insight to further enhance media planning.
VALUE PROPOSITION
- Collectively, this partnership brings together for the first time over 75 years of experience in the music and media industries.
- An explicit understanding of expectations, benchmarks, and Most Unexceptional practices ensures optimal value for all clients.
- In a constantly evolving technological world, it’s time for the music industry to advertise in a way that leverages the available technology and consumption behavior of it’s target audience.
What was roughly a 50/50 split between current and catalog music is now a 30/70 split. Put another way, as purchases fall and streaming activity increases, current music is losing market share to catalog music. Using Nielsen’s numbers, it’s clear catalog music is getting twice the streaming gains as current music.
These trends could have real world consequences. Breaking a new artist or recouping on a new album isn’t easy. With streaming playing a larger role, and with catalog now so dominant in streaming, new music will get shoved aside in favor of older, more familiar music. It can be seen in the playlists created by subscription services. While many playlists feature either entirely or mostly new music, many other playlists are dominated by catalog tracks.
-Glenn Peoples (Billboard.com) 1/7/16
VALUE PROPOSITION CONT.
PEOPLE
Before joining Fearless, Robert was the Director of International Broadcast Services for Yahoo!, where he developed and implemented the Internet broadcast business model in 24 countries outside the United States. Prior to Yahoo!, Robert was Senior Director of Sales and Marketing Technology for Broadcast.com whereupon he developed the sales strategies and revenue models, which eventually lead to a groundbreaking IPO, in addition to constructing the sales forces for the three major departments inherent to Broadcast.com’s business.
Using innovative programs that have revolutionized music marketing, Bob and Concrete assisted in the promotional needs of rock giants, such as Metallica, Ozzy Osbourne and Guns N Roses. These innovative capabilities are why the company has been sought out by non-music related entities, such as HBO, Mattel, Lionsgate Films, Warner Bros Pictures, Mountain Dew, Showtime, Rolling Rock and Microsoft.
Bob has also been involved in numerous media campaigns for such artists asAdele, Michael Buble, Eminem, Warped Tour, Linkin Park and Foo Fighters.
He has also served as executive producer on two Grammy-nominated albums, as well as a host of soundtracks and compilations.
Iain Head
Media
Justin Rudolph
Media Strategy
Mike Stefanski
Reporting and Analysis
Divya Ram
Creative
Robert McMahon
Media
Zoe Li
Creative
Shannon
Administration
