London, England, July 9, 2008 – brandamp is officially live! Launching in Sydney last night at Universal Music’s headquarters and featuring a performance from new Mercury Records Australia signing Dash & Will to mark the occasion, brandamp is set to act as a music guide for brands. The company’s key focus is to provide a valuable resource for its clients, building music and brand partnerships in a non-exclusive environment.

The 50/50 joint venture will provide marketers with direct, immediate access to Universal Music’s market-leading expertise, resources and catalogues, enabling them to create and deploy advanced music partnerships worldwide. Significantly, Australia is only the second market in the world to experience the brandamp rollout, following the company’s successful launch in the UK last year which developed relationships including Take That and Marks & Spencer, Rimmel and bands Switches and Bedouin Soundclash, and Kellogg’s Special K and tracks from Chris Montez and Cheap Trick.

brandamp will identify opportunities for GroupM agencies and clients to tap into the growing consumer appetite for music across a wide variety of media platforms, drawing on Universal Music’s unrivalled relationships with artists, musicians and talent management and its vast catalogue of recordings. brandamp will also seek to work with other artists and record companies in handling third party synchronisation deals and music partnerships.

George Ash, MD Universal Music said today, “We have a strong and vibrant roster, including some of Australia’s finest music talents. The combination of GroupM’s brands and our roster is a potent force and I look forward to watching relationships between the two entities develop, delivering results for both parties in the market place over the next 12 – 18 months”.

John Steedman, Chairman GroupM Asia Pacific, commented “Connecting brands with consumers is becoming increasingly difficult given this cluttered communications environment. Music is a means of engaging brands with music in a compelling way and through brandamp’s vast access to artists this will now be possible.”

brandamp Australia’s General Manager is Darren Aboud, who began his career some 15 years ago with Universal Music Australia as Director Of Marketing. He went on to hold the position of Vice President of International Marketing for Asia Pacific, based in Hong Kong, then moved to London as Vice President for US Repertoire, responsible for UM marketing in 44 countries.