Mother picks up Emap Digital account

Emap is taking its portfolio of music brands online in a partnership with the music retailer HMV, and has appointed Mother to the national launch task. Rocket will handle the media planning and buying.

Emap is taking its portfolio of music brands online in a partnership with the music retailer HMV, and has appointed Mother to the national launch task. Rocket will handle the media planning and buying.

The magazines Q, Select, Smash Hits, Mojo, Mixmag and Kerrang are all set to launch online. The drive will kick off with Q magazine's site, Q4music.com, followed by the rest of the music brand portfolio during 2001.

Mother, which already handles Emap's Magic and Kiss radio brands, won the business without a competitive pitch.

HMV has linked up with Emap Digital, which was launched earlier this year to handle the online extension of Emap's publishing and broadcasting brand interests. The partnership will allow site visitors to browse for information and interactive features, listen to new releases and interviews, and make purchases from the retailer.

The marketing director of Emap Performance, Stephen Palmer, commented: 'This is an extraordinarily exciting phase for the development of the brands and the business. We have the strongest music brand portfolio in the country and Mother is best placed to help us get the most out of it.'

Stef Calcraft, a founder of Mother, said: 'This vision puts Emap at the forefront of brand marketing. As a client, Emap is constantly looking for ways to grow and evolve, so it is the perfect client.'

The sites will also include a trusted buyer's guide, which allows users to filter through the plethora of online music to find what they want.



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