Male Opps: Warner Records taps marketing SVP (Score 64)

Sales Lead: TJ Landig became the marketing SVP at Warner Records (WR).

• Landig joined the company in March 2006 as a marketing director and now reports to Dionnee Harper, WR's marketing and artist development EVP since December 2022.
• During his tenure so far, Landig has led campaigns for musicians such as Joji, Mac Miller, Ali Gatie, Bryce Vine, Ricky Montgomery, Sub Urban, Zach Bryan, Benson Boone, Nessa Barrett, and Deftones.
  • He also played a key role in establishing a a strategic partnership in between Harvard University and IDK.
  • In March, Landig led the debut of a fashion campaign that collaborated with Marc Jacobs and Deftones.
• His responsibilities now include managing WR's partnership with 88rising.
• The brand will likely:
  • Keep shifting strategy
  • Return to higher TV spend
  • Continue increasing digital spend
  • Seek new agency partners
• Target demographic: 
  • Gen-Z and millennials with a male skew

Additional spending insights:

• Broadcast insights for the WR brand (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: WR hasn't utilized national TV since spending approximately $39.7k in 2022, a huge increase from the approximately $3k spent in 2021.
  • 2022 ad programming: Its 2022 commercials targeted Gen-X watching shows such as The View, The Talk, The Young and the Restless, Live with Kelly and Ryan, and The Golden Girls.
• Digital for the WR brand (digital display spend and placement)
  • ​​​​​​​YTD spend: So far in 2022, the brand has allocated roughly $23.9k toward digital display; by this point last year, it had not utilized this channel.
  • Last year: It ended up allocating about $24.5k toward this channel in 2021 after having allocated 21% more, about $29.6k, in 2021.
  • YTD placement: Most of this year's spend has gone toward programmatic ads placed by Google Display Network (88%) onto site destinations such as discogs.com (93%), marketwatch.com, rediff.com, weather.com, and drudgereport.com.
• Digital and social insights for parent company Warner Music Group (WMG) (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Parent company WMG has spent roughly $4.3m on digital ads YTD, a huge increase from the roughly $1.8m spent within the same 2022 timeframe.
  • YTD data: So far this year, the company has earned ~576.1m digital impressions via Instagram (53%), Facebook (37%), desktop display (8%), and mobile display (2%) ads.
  • Last year: In 2022, WMG's estimated full-year spend more than doubled to $8.3m from that of $3.9m in 2021.
• Additional channel insights  
  • The WR brand utilizes print, radio, OOH, local broadcast, and digital ads.
  • WR also works with musicians as influencers.

Additional agency insights:

• Opportunity: Agency reviews could easily follow this promotion, so get in touch soon if you haven't yet done so.
• Current agency roster:
  • ​​​​​​​In-House: Creative

Insight Sources: Broadcast insights estimated by iSpot; digital display spend insights estimated by Adbeat; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.