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Spotify’s engagement levels are higher than any other medium (+24% over tv and +27% over social) yet digital audio advertising lags far behind other channels, earning under 2% of media spend. The brief was simple: prove that Spotify Advertising captures the complete attention of whatever audience marketers are seeking in order to capture a larger share of marketer attention and media spend. To kickstart conversation amongst key marketing decision makers, we demonstrated Spotify’s laser-targeting capabilities with “A Song For Every CMO” – original songs written about and dedicated to the world’s top CMOs at companies such as Frito-Lay, Kimberly-Clark, Indeed, CVS, General Mills and more. Using Spotify’s data and insight muscle and recorded at Spotify Studios, we tailored each composition to its subject CMO. The light-hearted stunt drove enormous media and social conversation within the marketing community, inspiring multiple CMOs to reach out, requesting “CMO Songs” of their own. A potent and differentiated message cleverly brought to life, “A Song For Every CMO” drove immediate and unprecedented results far beyond campaign objectives: 75% year-to-year growth and €1 Billion ad revenue for the first time ever, making 2021 the best year in Spotify Advertising history.