Spotify composes tunes for CMOs from brands including Mastercard and Wendy's

Spotify Advertising has returned with a second edition of "A Song for Every CMO", paying tribute to marketing chiefs of major brands. Similar to last year's, the latest campaign features personalised jingles tailored to Mastercard’s Raja Rajamannar, Haleon’s Katie Williams, Wendy’s Carl Loredo, and Cadillac’s Melissa Grady.

Done in collaboration with FCB New York and Watt White Music, the jingles feature a mix of genres from country to pop and dance. Once again, the lyrics pay homage to the efforts of the CMOs.

Ann Piper, head of client partners, US Verticals at Spotify said: "We got such glowing— and tickled—responses from the CMOs we showcased in round one. There was no doubt that we’d do a second series of songs. With this second release, we focused on top marketers across a wide cross-section of industries including financial services, fast food, healthcare, and auto to help them hear just how creative and powerful audio can be when telling their story."

Spotify's hope is that this leads to more creativity in digital audio and some laughs along the way. The jingle gave Mastercard's Rajamannar several titles, from master, teacher and CMO to author. "He's looking to the future, he's the best of the best, he's priceless, he'll never settle for less," the jingle said. It also called him a "global branding cowboy and a musical king" who is "dropping sonic branding albums like it ain't no thing".

Meanwhile, Loredo from Wendy's was recognised for his storytelling skills and helping elevate the brand's social media game. "Wendy's marketing has got a superpower. It's social media has blossomed like a flower to be most talked about," the jingle said.

As for Haleon's Williams, Spotify Advertising's jingle termed her "a boss and a mother" who is "keeping everything on track". "Win big or learning, that's the Katie Williams song. Doing more, feeling better, CMO of Haleon. Tell it like it is, that's the way she wants her biz," the jingle said, adding that Williams is a trailblazer.

At the same time, Cadillac's Grady was also recognised for always being in the driver's seat and having the winning strategy. Always puts humanity first among her accolades. Helps Americans dream and brings them Escalades," it said. The jingle also called Grady a mentor and leader in the automotive space. 

“The campaign was inspired by, and a reflection of, the promise of Spotify Advertising itself: personal, tailored, effective and fun. We wanted each of the CMO's songs to be based on their own tastes and personality - and the latest batch of songs shows just how varied their tastes truly are,” said Michael Aimette, co-chief creative officer, FCB New York.

Last year's mashup showcased CMOs from Kimberly Clark, Indeed, Frito-Lay's, Intuit, and CVS. The covers ranged from rap and 90s synth-pop to alternate rock. Sarah Kiefer, global director, enterprise marketing at Spotify previously said that the company decided to celebrate its advertising partnerships with brands through song given that music is in Spotify's DNA.

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