The Shifting Brand-Scape: A Discussion With Melissa Etheridge
Branded entertainment and sync licensing have become the norm for bands and brands. Along the way, bands, brands, music publishers, music supervisors, and ad agencies have become the new A&R departments. Melissa Etheridge, who recently partnered with Nivea on New Year’s Eve, is aware of this new reality. Join her and three equally powerful women as they discuss the ins and outs of today’s new music industry.
Bonny Dolan is Managing Director/Executive Producer of Comma. She is a pioneer of branded entertainment, navigating the intersection of advertising agencies and music makers.
Since joining Comma in 2007, Dolan has transformed and energized the music licensing business with her personalized, streamlined approach. An expert at sourcing, securing, and properly licensing music, Dolan is responsible for Comma’s expansion into music supervision.
Prior to Comma, Dolan served as VP at Leo Burnett where she launched the agency’s Artist-in-Residence program. As the program’s director, she was instrumental—an architect—in creating the modern model for artist/agency collaborations. She brokered deals between Kellogg’s and Collective Soul, and organized the production of the licensing deal between Allstate and the Beatles (“When I’m Sixty-Four”).
Additionally, Dolan is the Secretary of the Recording Academy’s Midwest Board of Governors.
Chief Creative Officer
Susan Credle came to Leo Burnett in the fall of 2009, after more than two decades at BBDO, where she rose from “bathroom-break girl” for the agency’s receptionists to EVP/Executive Creative Director. There, Credle reinvented the iconic M&M’s characters; turned Cingular Wireless from a start-up into a leader brand; and created other consistently award-winning work for such clients as Bank of America, FedEx, Gillette, Lowe’s, PepsiCo, Pizza Hut, and Visa. Since joining Leo Burnett, Credle has spearheaded a creative renaissance at the agency through an eye for new top talent, a commitment to work that benefits brands and the world, and a vision for clients that always looks beyond a single campaign or ad. Credle’s leadership, inspiration, and in-the-trenches contributions have led to legacy-respecting yet forward-looking campaigns like McDonald’s Happy Meal “Happy Tales,” Kellogg’s Special K “What Will You Gain When You Lose?," and Secret’s “Mean Stinks” anti-bullying campaign.