One Direction becomes brand for first single

Simon Cowell’s record company Syco Music has launched an international campaign to promote the debut single from The X Factor boyband One Direction as part of the music company’s strategy to position artists as well-known household brands.


Creative agency Love has created brand guidelines including logo treatment and a point of reference for printed material, video and TV advertising for the band, which finished third in last year’s The X Factor.

The multi-platform activity includes a campaign site called ’Bring 1D to Me’ and five teaser videos.

Syco marketing director, Mark Hardy, was drafted in earlier this year to lead the new consistent multi-platform strategy that will liken its acts to his former company’s brand, Sony PlayStation.

A campaign to promote X Factor contestant Cher Lloyd’s upcoming single, Swagger Jagger, launched in July and was the first to be delivered entirely by one agency, rather than using separate creative houses for releases, live events and merchandising.

Rupinder Ashworth, head of planning at Love says, “Unlike traditional campaigns to promote up and coming bands, One Direction are now being launched simultaneously in the UK and internationally, reflecting the strength of the Syco label and the growing global popularity of the group on social media networks. Fans now have real content that helps bring their ’fan-dom’ to life, providing them with online interaction with their idols.”

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