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, NLSteffen 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, NLMarketing 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
Presenter and programme maker, Story Art Studio, NLAmber Roner has been giving stories a platform as a freelance presenter and multimedia journalist for nearly 20 years. She does so with great energy as a host, moderator, and program maker for events, podcasts, TV, and radio shows. Over the years, she has worked with organizations including ESNS, ADE, Sublime, and Omroep ZWART. You may also recognize her voice from the Buma Music in Motion: Behind the Track podcast, where she speaks with media music composers about their work. In addition to music, Amber enjoys speaking about topics such as sports, talent development, mental health, sustainability, leadership, diversity and inclusion.