Folk VML and Mindshare have been appointed as the creative and media agencies for the Irish Music Rights Organisation (IMRO), following a competitive pitch.
“VML will lead a campaign focused on highlighting the value of music, enhancing IMRO’s reputation, and emphasising the essential role music plays in businesses across Ireland,” the agency says.
IMRO plays a critical role in supporting music creators, yet its value is often overlooked by businesses. The upcoming campaign will address common misconceptions around music licensing, engage businesses with compelling storytelling, and drive awareness of IMRO’s new streamlined licensing portal.
“Folk VML’s winning approach leverages our expertise in strategic communications, behavioural change, and creative storytelling to shift perceptions and inspire action. We are thrilled to partner with IMRO on this important initiative,” says Laura Daley, managing director, Folk VML.
“Music is a powerful driver of business success, and our campaign will highlight why paying for it the right way is both a legal obligation and a positive contribution to the creative industry.”
Work on the campaign has already kicked off with a multi-channel media strategy incorporating digital, social, radio, and print. The campaign will go live later this year.
