Simon Cowell's Syco picks Adam & Eve

Simon Cowell's music company Syco has hired Adam & Eve London to promote its roster of artists.

Leona Lewis: Syco act
Leona Lewis: Syco act

The agency, which was appointed without a pitch, will be responsible for developing strategy, creative and interactive ideas for some of the label’s top acts.

This is expected to include looking at new and non-traditional ways of building relationships between artists and fans, such as commercial partnerships and live performance concepts.

Adam & Eve’s appointment marks the first time that Syco has worked directly with an ad agency.  

Mark Hardy, the music company’s marketing director, who joined from Sony Computer Entertainment in December last year, made the appointment.

The artists on Syco’s books include Leona Lewis, Susan Boyle and One Direction. The label will also sign the winner of this year’s X Factor.