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Pandora today launches a big new ad campaign heralding, in part, the launch of Pandora Premium, its long-awaited foray into on-demand music streaming. But the campaign goes beyond hyping Premium to emphasize the brand’s larger commitment to delivering a more personalized music-streaming experience, which Pandora has long seen as its real point of difference.
The digital and out-of-home campaign was created in-house, with some production and media strategy handled by DigitasLBi in San Francisco.
“It’s a big year for Pandora,” CMO Nick Bartle, who joined the company last fall from Apple, told Adweek.