15:15 - 16:00

I’m With the Brand

Shaffyzaal, Felix Meritis, Amsterdam — Part of BMIM x ADE 2023
This activity has already taken place.

Brands love music and more and more brands are using a brand song, a song that they have specially composed for an advertisement or campaign. In this panel we talk about the power of music and music and brand collaborations with ING and Unilever (Ola). Learn more about these executives best and favorite campaigns.

Steffen van Iersel

Head of Sponsoring & Events, ING Nederland, NL

Steffen van Iersel has been responsible for Sponsoring and Events at ING Netherlands since 2021. Two pillars are important in ING’s sponsorship policy. Sport is the first, ING is a sponsor of Dutch football, for example the Dutch team, but also 632 amateur clubs. The second pillar is music. Despite the fact that ING has been the main sponsor of the Concertgebouw Orchestra for 35 years, this pillar is still relatively new.

However, there are already a number of appealing examples of partnerships where brand and music come together well. This is how The Streamers were created during Corona thanks to the support of ING. ING has created a track with singer/songwriter Meau as an activation for the Vermeer exhibition in the Rijksmuseum. In the most recent campaign, music by Davina Michelle plays a prominent role. And ING is a partner in the comeback of rock band KANE. Both pillars make ING distinctive and add emotion to the brand.

Anne Schreuders

Director Ice Cream BNX, Unilever, NL

Marketing and business director with over 10+ years of experience within in the foods industry- both retail and supplier side in several roles at among others Ahold, Heineken and Unilever.

Amber Roner

Amber Roner (moderator)

Presenter, Story Art Studio, NL

As a freelance presenter and multimedia journalist, Amber Roner has been providing a platform for stories for almost 20 years. She does this with great energy as a host, interviewer and program maker for events, podcasts, TV and radio shows. In the past, among others for ESNS, Pakhuis de Zwijger, Sublime and Omroep ZWART. Now you might know her voice from the ‘Brood en Spelen’ podcast by GRAP Amsterdam, in which she talks to guests about current events and important themes in the music industry once every two weeks. Besides music, the main topics Amber likes to talk about are: sports, talent development, mental health, sustainability, diversity and inclusion.