Sports marketing agency Synergy has appointed music, marketing and entertainment exec Arnon Woolfson to head up a new division specialising in creating entertainment strategies, partnerships and campaigns.
Woolfson has a 15-year track record in creating strategies for brands, artists and labels. After roles at Sanctuary Group PLC and Entertainment Media Research, Woolfson worked at Sony Music International as Director of Alliances EMEA during 2007-2009, developing partnerships and alliances between blue-chip global brands and artists.
Projects included Mini 50th birthday at Silverstone featuring Calvin Harris & Paul Weller, The Hilfiger Sessions for Tommy Hilfiger featuring Wyclef Jean, and P!nk with T-Mobile in Trafalgar Square.
In 2007 he founded the Howling Wolf Group – an entertainment marketing consultancy and music production service for brands, sporting bodies, broadcasters and the entertainment business.
Other campaigns he’s worked on include the Official Anthem for FIFA World Cup, Brazil (2014) with Avicii, Wyclef, Santana and Alexandre Pires and The Vaccines ‘Wetsuit’ campaign, which became the world’s first ever Instagram video.
In his new role, Woolfson will have a global remit, reporting to Synergy CEO Tim Crow in London.
Synergy works with names including BMW, Coca-Cola and MasterCard on global marquee events such as the Olympic Games, the UEFA Champions League and the Ryder Cup. The firm’s move into entertainment comes two months after the agency opened its first office outside the UK, in New York, in November 2015.
“This is something I’ve wanted to do for years” said Woolfson. “Synergy’s capability, creativity and digitally-led innovation provides the perfect platform for a better music and entertainment agency offering for brands and rights owners.
“And being part of The Engine Group, with its roster of complementary agencies, means that Synergy can provide additional highly relevant services that no other music and entertainment agency can deliver.”
Said Crow: “The Entertainment agency ecosystem is ripe for disruption. There’s a lot of selling and a lot of doing but a real shortage of strategic capability and integrated campaign planning and delivery. Arnon’s industry-leading experience from strategy to delivery makes him the perfect person to fill that gap and perfectly complements our model.”
The Engine Group is the global marketing services network acquired by Lake Capital in August 2014, with more than 2,000 employees across the US, UK and Asia.Music Business Worldwide