Music title creates new award for best use of music in ads

Music Week has created an award to recognise the best use of music in advertising.

This year's Music Week Awards will include an award for "best music exploitation".

The awards also offer agencies and advertisers the chance to enter categories for best marketing of a UK music release and best international marketing.

Music Week, which is owned by the publisher CMP Information, will hold the awards in London on 4 March. Entry details can be obtained from James Smith at

The creation of the category follows several examples of the music industry using advertising campaigns to break new bands. For example. Aqualung's song Strange and Beautiful was used in a VW Beetle spot to promote the band as well as the car brand.

Agencies have also acted to forge closer links with the music industry.

Last May, Bartle Bogle Hegarty launched Leap, a division that aims to acquire songs for use in commercials. Saatchi & Saatchi unveiled a similar venture in December.