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By | News

Multichannel OMNI solutions provider Immedia, has been appointed by UK salon group Headmasters on a four-year contract to develop its in-salon audio channels in the UK.

Immedia offers leading brands a simple but highly effective approach across both the physical in-store, and digital mobile device, wearable & smart speaker, to connect and communicate with customers 365 days of the year and 24/7 wherever they are choosing to engage. Leading with the vision of “creating fans of brands”.

Headmasters is looking to improve the impact of the music and conversation channel in its 56 salons across London and the South East, to increase its appeal to Millennials.

Headmasters has developed a reputation for offering a premium quality hairdressing experience with highly qualified stylists and colourists with knowledge of the most up-to-the minute trends. Its salons are located in affluent towns and cities with large numbers of high net worth individuals. In salon ‘Sound of Brand’, forms an important part of the premium experience for customers. Immedia will provide a specifically curated soundscape for each of the Headmasters salons, using its expert knowledge to craft a myriad of sound to its discerning audience. Headmasters new live, high quality streaming channel, provides the ability for the business to specifically engage employees outside opening hours with training on new products and styles, together with other initiatives including employee recognition and rewards.

Raju Raymond, CEO at Headmasters, commented: “We strive to be at the forefront of advances whether that is new colouring techniques, products that we offer or the client experience in our salons. Our clients are the key to everything we do. Sound is important and we’re excited to have Immedia on board to help us develop this crucial aspect of the customer experience.”

Paul Atherton, Commercial Director, Immedia, said: “This is the start of a long and developing relationship for Immedia and Headmasters and we are really looking forward to creating a number of new innovations to help further engage with customers and employees across the business.”

“The initial feedback from our joint trial was fantastic. This partnership will deliver high quality audio that is truly on brand and provides proven results.”

The Immedia audio solution also allows for live presenters to be broadcast across the estate in an instant, this is a great way for supplier brands to launch new products, up skill team members and can even be used by management to update employees on positive and important announcements in a way that is much more engaging than traditional text based channels.

Bruno Brookes, CEO, Immedia, said: Today’s high-end salon experiences should offer an interactive multi-sensory experience, providing quality refreshments, informative appropriate sound, digital access, and professional advice. Investing in high quality brand entertainment channels provides a gateway for hair salons to entertain and engage people, and to also communicate vital information and advice to staff pre and post opening hours. Audio provides a simple way to share information on recent awards, trends, tips and tricks and any news about your salon, as well as special offers and competitions. A vital addition to the salon experience, building brand loyalty with both consumers and staff”


By | Appointments

Paul Atherton will focus on new client development across a number of market verticals including retail, banking, fashion and global consumer brands.

Bruno Brookes, founder and CEO of Immedia comments, “Paul brings a wealth of experience in media, marketing and technology, with commercial roles including Sir Alan Sugar’s Amscreen digital OOH business. We are pleased to welcome Paul to the Immedia team and look forward to working together.”

Paul Atherton said, I am really excited to be joining Bruno and the team at Immedia. I was blown away by the capabilities and breadth of solutions that the Group already offers. The stats on sales uplift, customer interaction and employee benefits as a result of Immedia’s services are fantastic. The business already holds a really impressive client portfolio, and I look forward to helping that list to grow!”

Paul formerly held senior commercial roles at Kings Secure Technology, ADT and Amscreen.


By | Blog

Could Live Streamed Content Be Your Most Effective Employee Engagement Tool?


Music makes the world go around. There are few places in today’s High Street, from stores and salons and restaurants and pubs, where it does not add to the overall experience. Even banks, building societies and many an office are aware of the positive benefits of music.

Yet even today, and particularly at this time of year, businesses can get the music mix so wrong: constant Christmas tunes played on an endless loop – potentially irritating for customers and workers alike.

It needn’t be so, and often isn’t. Forget the generic CDs on repeat, savvy retailers, restauranteurs and other businesses realise that, rather than background music, in-store streaming is all about the “now”.

Live services allow people to interact and businesses to tailor their communications on the fly: providing news, entertainment and promotions to boost consumer mood and more. You’re providing an experience, creating an atmosphere. It’s real time, it’s immediate and it fosters a sense of community.

Our clients, including JD Sports, HSBC and Subway understand the power of music, delivered in-house, on brand and, increasingly, away from the business premises through Smartphone apps that also deliver supporting content such as promotions, forums and location services.

And it is not only customers who benefit from these brand-based stations: it also boosts the morale of employees; impacts their productivity and allows them to feel part of a bigger whole.

Could in-store “radio” actually be your most effective employee engagement tool?

There’s nothing more fundamental to having loyal, engaged and productive employees than good communication.

It absolutely makes sense for today’s brands to become media owners, curating experiences that reach their audiences. And one of a brand’s audiences, its potential biggest advocates, is its employees themselves.

Take HSBC, whom we first started working with in 2005, trialling the HSBC Live station that was later rolled out to its network of 1,100 branches. Its brief was to create a more consistent retail environment, providing a mix of news, music and sport as well as promotions for the bank’s range of financial services. It became apparent early on that customers appreciated the service – but so too did HSBC’s body of 45,000 staff in the UK.

Unsurprising: as a broadcaster I know how music especially is woven into our identity as human beings and influences our mood and energy levels. If it works for a consumer in a shop just how much more powerful is it for that till worker, that bank cashier, hairdresser or waiter in that environment for a shift of some six hours or more?

There’s growing evidence to support this claim. In one study a University of Illinois researcher gave MP3 players to 75 out of 256 retail staff to wear at work for four weeks. At the end of the test, the music listeners showed a 10% jump in productivity and were described as being “less nervous, less fatigued, more enthusiastic and more relaxed at work than the people in the control group”.

And research conducted by the Institute of Leadership & Management has argued that managers could cut absence from sickness by seven million days a year simply by switching on the radio.

Take that a step further: with a bespoke service, businesses can use audio as a channel to reinforce the corporate brand, bring together disconnected employees and communicate key messages through a shared experience. Think of shout-outs to colleagues, or slots before and after opening and closing hours to rally the workforce or deliver pertinent information.

I think that’s particularly powerful when it comes to Britain’s increasingly fragmented workforce. As we increasingly move to more flexible working solutions, such as working from home, on the road or as the use of contractors, subcontractors and occasional workers grows, it is vital businesses are able to communicate simply, easily and in a human way.

Where the workforce is remote and opportunities to collaborate are challenging, sound is – perhaps – our biggest asset.

Openreach is one such example. We’ve worked with the BT-owned infrastructure provider to bring its employees (most of whom are on the road) a 24/7 real time digital audio channel via their phones. Such an App can, of course, also support employee initiatives such as documents, interactive video, messaging and more – all contained within a single, staff-focused hub.

Such streams or stations allow workers to feel part of a bigger community whether they’re front of house, in head office or on the road. It also gives employers an immediate feed-back loop. Who’s listening when, what and how? What are they saying? The data from such services, increasingly, will feed into the business and allow functions such as HR greater insight into the minds of their staff.

Since launching in 2000 as in-store radio providers we’ve seen a rapid evolution of the brand audio landscape – and in a mobile-first, digital and increasingly fragmented world I can only see this continuing.

It’s good for business, good for our customers and good for the productivity, health and wellbeing of our staff – who are our biggest brand advocates for better or for worse.

After all, we’re better, connected.



By | Blog

For many brands, Gen Z are the new focus of attention as this youngest of generations rise through school and university, and increasingly enter the workforce.


Forget digital natives, these guys – born between 1995 and 2010 – are the first really truly mobile generation.

It’s exciting and scary for advertisers in equal measure: exciting because they really ‘do’ get (and help shape) all these new channels of communication; scary because of the many myths that surround this population.

This audience is concerned with experience above all else – however that is delivered. They want to work for their success, not be discovered, according to a report by Barkley and FutureCast; they believe that equality is non-negotiable; they want brands to be ‘real’ so they can be ‘unique’ and they have their own social media system of rules and etiquette.

In short, this generation is all about presenting their curated identity in a way that is authentic to them – and they expect brands to help them in this purpose.

How can we as marketers capitalise on this, and build brands that are based not on simply selling but that become a bigger and more relevant part of our customers’ lives?

As Gen Z increasingly enters the workplace, they matter more than what they offer in spending power. They matter because what comes instinctively to them today will become increasingly natural to many of us tomorrow.

Let’s take a look at how we can learn from and capitalise on the very particular habits of today’s under-23s.

Gen Z spends significant amounts of time on social media and video platforms. According to research by Adobe, in the UK, the average Gen Z spends a huge 10.6 hours engaging with online content every single day (compared to 8.9 hours for millennials and an overall average of 6.9 hours). They’re mobile-first and use their phone more than any other device. They’ll also use multiple devices at any one time.

This shift in behaviour means that marketers can reach this group whenever, and wherever they are; they can devise strategies that effectively link their retail presence with online ecommerce and deliver experiences – be they digital or physical -through the bridge of the smartphone. Clicks and bricks have never been closer. And nor has the customer.

Take our partnership with JD Sports, for example. This summer we launched JD X, a music service that includes a live channel that’s broadcast both in stores and through its transactional mobile app.

We know our audience is into exclusives, they want to find the best new music, want to search out new experiences and to be part of a community. The live station plays mostly urban music – grime, hip-hop and R&B alongside interviews with athletes such as boxing’s Anthony Joshua (a brand ambassador) and musicians. Customers are encouraged to interact via the app by submitting shout-outs or to catch up on shows they’ve missed. There are also a number of other, complementary content streams that are tweaked and changed on an ongoing basis.

And unlike on other platforms all the data is immediately available to the brand, allowing it to iterate on the go, and to help inform its plans around events, retail environments and so on. Crucially, could JD X be the added extra that makes a customer buy a pair of Adidas from JD Sports rather than any one of the thousands of other outlets?

The audience buys in to the JD universe. Sales are up and the service is being rolled out across Europe and beyond. This is a brand that understands who its audience is – something that is sometimes forgotten in the rush for short term sales at the expense of long-term brand patronage.

Advertising guru John Hegarty said recently: “My obsession has always been, when I’m creating a piece of work, the audience I’m talking to.”

He continues: “If you’re in marketing your job is to ensure your potential audience; everything else is a side issue. If you can inspire them to come to your brand you will have a brilliant brand that will have fantastic value and create great results.”

I couldn’t agree more. By tapping directly into your target audience you’re creating more than communications: you’re creating a community; a club; a hub. Done well and with honesty and integrity you’re also bringing a deeper layer of brand trust, creating interest and excitement, compelling curiosity and inviting surprise through carefully curated content.

For Generation Z, this is expected. They have a collaborative relationship with the brands they endorse and know the value exchange – often preferring it to traditional ‘advertising’, which they see as staid, forgettable and overwhelming in number – too easy to tune out. They want to be partners in much that they do and have a much more mindful attitude to everything from careers and experiences through to health and wellness.

Brands that understand and respect this have a head start. They understand the particular nuances of these younger generations but also consider how these changing behaviours will siphon through to the Gen Xers, the Baby Boomers et al. And, in time, how will Generation Alpha – those born after 2010, reset our expectations?

By Bruno Brooks, founder and CEO of Immedia


By | APP Technology, Dreamstream-X



Multichannel instore and digital production company Immedia, is working with JD to create a multi stream music entertainment platform, JD X, available to customers in-store and via its mobile app.

JD X is a 24 hr music and entertainment service, part of a larger programme of added benefits designed to enhance the experience of JD consumers. Including, unlimited next day delivery, priority access to exclusive events, early product launch access and other money can’t buy experiences.

JD X offers a main Live channel featuring DJ’s, guest artists and other interesting and relevant content, plus 20 other bespoke streams with specific playlists to cover genres and trends. The JD X Live channel focuses on the biggest tracks right now with the JD audience. Core artists include Drake, Ramz, Mabel, Stormzy, Anne-Marie, Calvin Harris, J Hus, Dua Lipa, Post Malone and Kendrick Lamar.

The 21 channels focus on genres and activities popular with the JD audience, such as UK Reppin’ – featuring tracks from the stars of the UK Grime and RnB scenes. There are other playlists to listen to when in the gym or out running. JD X also provides content relevant to consumer interests including sport, clubs, gaming, gigs, relaxation, and TV. JD X also features videos, for example the latest content from JD including celeb exclusives and features on new products, all available to view inside the app.

Bruno Brookes, CEO, Immedia, said: “Live entertainment channels offer an incredible way for brands, facing the dual threat of declining advertising response rates and the increase in ad blocking technologies, to establish unique connections with consumers that deliver excellent experience and business results. JD, on top of being one of our leading retailers, is now one of our newest media owners.”

The music and entertainment platform is currently being rolled out in all of UK stores. Immedia provide language specific channels on a global basis and there are plans for JD X to be available in other European countries including in Ireland, France, Belgium, Spain, Portugal, Germany, Italy, Netherlands, Sweden, Denmark and Finland.

JD X was officially launched and celebrated with a VIP party featuring a performance by artist Anne-Marie.

The JD X entertainment platform was delivered by Immedia’s DreamStream X technology, a global platform which enables brands to launch and develop custom music and entertainment channels, amplifying cultural values and other interactive communications.

Immedia’s exclusive high-quality content streaming platform provides brands with the opportunity to take owned media channels and to convert them into entertainment and engagement channels that can deliver increased commercial return.