Shazam, the mobile music company, has appointed AdConnection to handle its media planning and buying account. It won the account after it was switched from incumbent Rocket PHD.
The agency will develop an integrated strategy with Kennedy Monk, which holds Shazam’s creative account.
The new strategy is aimed at increasing awareness of the brand across it mobile and online platforms. The appointment follows the introduction of products to improve its search functions.
AdConnection will focus on driving repeat usage of Shazam’s music discovery service, Music Explorer – an advanced version of its song recognition service, which allows users to identify music by holding the handset up to the speaker.
It will also be charged with building Shazam’s subscription base while identifying cross-selling opportunities through its download and ringtone partners.
Shazam is also understood to be considering increasing its media investment to support the strategy.
The appointment follows a number of changes at the mobile music company. In June, it bolstered its brand marketing team with the appointment of Stuart Andrews as brand marketing director. Andrews joined the company from Extreme Group, the company that founded the Extreme Sports Channel, where he was head of brand.
He will now report to Shazam chief executive Andrew Fisher and has responsibility for shaping the launch of its next generation music service, called the ultimate music discovery engine.