HMV has given sole charge of its affiliate marketing programme to performance marketing and technology company Tradedoubler, in a deal brokered by its media agency OMD.
Head of eCommerce and insight at HMV, Paul Stevens, said the company was still “passionate about getting our customers closer to the entertainment content they love,” during a time of great change and opportunity for the music and entertainment industry. In 2011, digital platforms began to play an increasingly important role in music consumption, with global music sales breaking the 1.6 billion mark for the first time.
Of the decision to work with Tradedoubler, Stevens added: “We need experienced partners who can help us further integrate and make the most of all the channels available to us. We chose Tradedoubler as they share these values, offering a high-quality publisher network and an excellent track record in the entertainment sector, underpinned by a commitment to collaboration and trust.”
Dan Cohen, market unit leader, UK and Ireland, Tradedoubler, commented: “We are extremely excited to have been selected by HMV to run their affiliate marketing.
“We bring an award-winning publisher network and an enviable track record in developing flexible, customised solutions designed around individual client objectives. We look forward to working closely with OMD to drive ever greater success for HMV.”