Creative Director’s Choice: MetLife’s Brad Blondes on Spotify’s connection to its customers

Spotify is the subject of this week's Creative Director's Choice

Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world — the ads and campaigns they believe are making a difference.

This week, Brad Blondes, vice-president global brand creative and design at MetLife, talks about Spotify’s redesign and use of data to connect with consumers.

As a regular Spotify user, I have always been a fan of the brand and how they create a holistic experience around music. Recent changes to its interface reminded me to go back and see how the brand has evolved over the past few years. I’ve always been inspired by how Spotify was able to develop a dynamic, modern design system that influences brand behaviors across digital/physical environments and communications.

What’s been really impressive lately is how well Spotify has gotten to know its audience. By utilizing data, Spotify has been able to leverage design and creativity to develop a great campaign called ‘Wrapped’ that directly speaks to the customer in a smart and human way. I love that this campaign draws from the Spotify community and grows it simultaneously. It’s a good idea, executed well and works as a system.

In addition to strong campaign work, it’s inspiring to see how Spotify has integrated good brand design, UX/UI, content and personalization into its digital ecosystem. At MetLife, we believe it’s essential to design for our customers and what matters most to them. Spotify’s product and brand clearly champions that philosophy by delivering custom experiences while continuously evolving along with its listeners.

As a global brand, Spotify connects with people around the world, but it also needs to resonate on an individual level. Across markets, cultures change, and so do the needs of the customers.

It will be interesting to see how Spotify continues to connect with its consumers in innovative ways. It’s amazing to see how the company builds communities and brand advocates as it continues to give people the tools and experiences they want. Spotify serves as a great example of a brand delivering on expectations while also painting a clear picture of what they are and do, and the company’s vision for the future.

Brad Blondes is vice-president global brand creative and design at insurance company MetLife.

See the work by clicking on the Creative Works box below.

To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you or your creative director would like to be featured in our Creative Director’s Choice, please contact Kyle O’Brien.

Spotify: Wrapped

Added 25 April 2019
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