Adam Owett and the team at Arcade Creative Group have created an agency with the credibility, cultural savvy and ability to execute globally in the music and entertainment category. By creating a new model differing completely from the traditional agency/holding company structure, Arcade is now uniquely suited as a creative center of excellence to produce marketing and music solutions for brands around the world.
At the heart of the company is Adams' innate understanding of music and how it connects to the human condition, with its implications for brands and overall marketing communications. Adams' mission is to create unique campaigns where music is a strategic platform rather than simply a tactical tool. One example of this innovative approach is Arcade’s work for Axe, where the brand was successfully re-positioned as a mature college-aged product for music-mad millennials.
The agency stresses the deeper and unexpected use of music, and its core, emotional connection to consumers. Rather than a simple sponsorship or a promotional extension, Adam directs his teams to establish a cultural roots in every campaign, so that an authentic connection is made between music and the brand.
Applying these innovations to international projects, however, can prove challenging, particularly in coordinating rights usage, securing artist participation and ensuring the ability to use the content around the world. Adam's experience in navigating the complex global ecosystem to ensure his clients are able to leverage and integrate the most relevant content in multiple markets is crucial to the success of music initiatives.
Adam has been able to infuse innovation as part of the DNA of the agency. From helping to build a primary global segmentation study that drives brand insights to brining in parts of the agency with unexpected backgrounds to help stimulate creative thinking, Adam is consistently challenging norms to bring fresh ideas and creative expressions to his clients.
A true internationalist, Adam has worked in NYC, Miami, La, London, Paris, Madrid, Lisbon, Vienna, Berlin, Paris Amsterdam, Tokyo, Mexico City, Panama City, Toronto and more.