Interview with Music and Advertising enthusiast Sarah Wynne

Sarah Wynne

“We get advertising music stuck in our heads, not visuals”

Account executive, Sarah Wynne, has always loved music. Her passion led her to a 4 year Bachelor of Arts Music degree at Cambridge University. Throughout her time at University her interest in music in advertising developed.

“Through my dissertations and research projects I started discussing the power of communication through different mediums and this naturally led on to looking at music in advertising.” 
After completing her degree in Music, she then proceeded to study a Masters in marketing at Oxford Brookes University for 13 months.
“When I went into my marketing degree I already knew that music in advertising would be the subject of my thesis.”

Undertaking such large amounts of work on the topic has provided Sarah with a lot of knowledge. She understands the power that music can have over audiences.
“Music taps in to our emotions far more directly and universally than any verbal messages or images.
“This is important in advertising because what we really want is engagement with our brands; this is what leads to repeat purchasing and brand loyalty.”
She also feels that music that has been chosen simply for its popularity can also be effective.
“It's something that's likely to pop into people's minds more frequently if they've heard it on the radio. You think 'where did I hear that last?' and that takes you back to advert.
“However, there are issues too. Popular music has lots of associations: it's more likely that other brands will use it, and of course there's the association with the artist/band themselves, which must be considered.”
Sarah has personally experienced such connections in the past. She gives an example of the silent film The Artist.

“I connected so strongly to the characters and what was happening to them because of the score - I cried buckets and I would attribute that largely to the music.”

Yet despite the strong connections that audiences have to music, Sarah does not think that it instantly makes people take action.
“I wouldn't put my neck out and say that it effects their immediate reactions, but I think you start to identify (emotionally) with a brand that plays music you connect with (or connects with what you're looking for in that brand type).
“I think it raises your awareness and appreciation of that brand making conversion more likely.”
Evidently Sarah believes that it is a longer process for audiences to take action than others realise. However, she begins to contemplate whether choosing the wrong music would have the same effect.
“More important perhaps is what happens if you use the wrong music. It's instantly off-putting. And the impression lasts. Maybe more people should research what happens when you get the music wrong!”

It is not very often that you hear of an advertisement that has chosen the wrong music, so how hard can it be to select music?
"It shouldn't be difficult in theory: you know what the brand stands for and what the advert is trying to say, but it usually comes down to contrasting, subjective opinions. If more marketers felt confident about choosing music in a more objective manner, we might be able to increase the impact of the music (and consequently the advert).
“On top of this, good music usually comes with enormous royalties; you don't just have to think about what would work, but what you can afford.”

Sarah currently works for the advertising and marketing company Purple Frog, situated in Oxfordshire. She has been working there since October 2011. She was fortunate enough to avoid being one of thousands of students who are unemployed after graduating. She explains;
“I first met David Finch (Managing Director) when he came to speak in one of my marketing lectures. At the end of the lecture I asked him for work experience. I then carried out 2 weeks work experience with Purple Frog; at the end of the work experience I was invited back (once I'd finished my degree) in a permanent role.”

 

Unfortunately, Sarah has not completed any work related to music in advertising as of yet, but it is something she would be interested in pursuing in the future.
“I have three main pulls within marketing: music, digital and strategy. I'd be hoping to be in a role that combines at least two of those. I really hope to work more with music in advertising and branding.”

Sarah leaves us with two advertisements which she feels are extremely successful due to their music. The first is for Cartier.
"It is a mini film soundtrack really, but everything in what they've done says class, excitement and mystery: it matches the brand and the film perfectly."

The other advertisement is Purple Frog's creation for Rexel.
"The series of three videos was creating this character Rexel Man: the man every man wants to be and every woman wants to be with. The soundtrack is really about a beat and sound fx, but it gives the right feel, the idea that this man you never properly must be desirable."

 

To find out more information you can visit Purple Frog's own blog here