Bacardi partnered with Groove Armada - trying to be innovative, aiming to generate a "deep and meaningful" connection with their market. The conclusion - a flop. But then again, maybe it achieved its goals. I decided to analyse this partnership, and include some footage of their presentation at Midem, because I was actually at that session in 2009, and I

This episode reviews a long term campaign by an insurance company, which uses "golden oldie" artists to target a very specific Seniors demographic. Outstanding concept, very well executed. Episode 25 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK - insights into music uses in advertising campaigns. My email addresses: bruce at songmill.co.uk bruce

This Vlog episode of looks at another winner from the UK Music and Sound Award, this time for the 2016 "Viral Online and Ambient Category". But a warning - this one is for grown ups only, and should have a restricted rating. Don't say I didn't warn you. Episode 24 in a Video Blog by Bruce Tweedie, MD of Music Mill

This episode looks at a UK TVC that won a UK Music and Sound Award for Best Sync in Broadcast Advertising. The song is a beautiful cover of David Bowie’s Heroes by Nicole Atkins. And the real life hero is Sir Jackie Stewart. Episode 23 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill

Today we highlight an amazing piece of user generated content. A young One Direction fan wins an experiential "Meet & Greet" - and her video is priceless. An incomparable demonstration of the power of music to tap into the passion of fans. Episode 22 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in

This one looks at the classic experiential "Meet & Greet" - competitions to basically get a selfie with your idol. Not creative, not quality ... but they work. Episode 21 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK - insights into music uses in advertising campaigns. My email addresses: bruce at songmill.co.uk bruce

Today we look at a new Australian campaign for Hahn beer - a bagpipe band battling a choir. As always I ask whether it's a creative concept, and the answer this time is yes! Episode 20 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK - insights into music uses in

Reframing my analysis in terms of the fundamental tension between creativity and effectiveness. Art vs commercialism. Which gives me four questions or themes for future episodes: 1. Is it creative at the concept level? (Is anything, ever?) 2. Is it creative at the detail level? (Particularly the choice of music) 3. How good is the execution? (And is that important) 4. Was it effective?

I keep asking myself, why am I doing this?? (Trying to create a repository, a body of knowledge, exploring the use of music in advertising campaigns.) Episode 18 in a Video Blog by Bruce Tweedie, MD of Music Mill in Australia and Song Mill in the UK - insights into music uses in advertising campaigns.

This one looks at how songs can really lift relatively boring ads to another level. Imagine these TVCs without music! Episode 17 in a Video Blog by Bruce Tweedie, MD of Music Mill and Song Mill - insights into music uses in advertising campaigns.

I just had to review the latest John Lewis Christmas ad, given that I'm visiting the UK next week. Their ten year series is iconic in the music world, because they always use cover versions of big songs. And as promised in the video here are my email addresses: bruce@songmill.co.uk bruce@musicmill.com.au Episode 16 in a Video Blog by Bruce Tweedie, MD of Music Mill

A classic of the genre - using a concert series and social media to launch a new beer product.  A standout due to brilliant execution and an inspired choice of band. Video Blog by Bruce Tweedie, MD of Music Mill and Song Mill - insights into music uses in advertising campaigns.