MUMBAI: EMI Music Marketing’s catalogue unit in the US has enlisted ad agency Saatchi and Saatchi to help develop and execute strategic consumer marketing campaigns for key titles from its legendary catalogue of albums for both physical and digital formats.

Featuring some of the world’s best-known musical artists, EMI’s catalog of recordings includes albums from The Band, The Beatles, Beach Boys, Dean Martin, Frank Sinatra, Steve Miller Band, Pink Floyd, Bob Seger, The Rolling Stones and Nat King Cole.

Saatchi and Saatchi will apply its signature Lovemarks philosophy, strategic planning prowess and groundbreaking ideas to help EMI connect these legendary artists with music fans and to  boost sales across a variety of formats, including physical CDs and DVDs, as well as for EMI’s premium DRM-free, higher-quality downloads and mobile music products.

“Saatchi and Saatchi has demonstrated a keen ability to create deep emotional connections and inspire extremely strong consumer loyalty. We look forward to collaborating with Saatchi and developing ways to enlist current and future fans to discover and rediscover our music in exciting and unexpected ways,” said EMI Music Marketing president Ronn Werre.

Saatchi Worldwide CEO Kevin Roberts added, “EMI artists have captured hearts all over the world – they are the ultimate Lovemarks. We look forward to introducing music lovers everywhere to classic and new tracks that will change their world.”

EMI Music Marketing will work with Saatchi and Saatchi’s Los Angeles office to develop campaign concepts for the US and adapt them for EMI Music territories around the world.