Ernesto Reid 144 connexions

As a consultant I assisted the President and Marketing Director at several multi-national record labels in the release of back catalogue and the implementation of international Strategic Marketing campaigns, including new media. In several cases, in projects for release in the entire Latin Amerian Region.

I was asked to join BMG as a consultant in order to maximize the exploitation of the company’s vast catalogue. It was also my duty to generate compilations and negotiate Special Projects and digital distribution.

Strategic Marketing:

I was asked to join PolyGram to conceive and implement all mid and full price campaigns and re-releases.
The release of these projects implied day-to-day contact with headquarters in London and Miami.
Locally, the implementation of the marketing campaigns called for daily interaction with key personnel at the most important radio stations, TV channels, consumer magazines and newspapers throughout the country.
I was also in charge of generating International & local repertoire compilations which have to date sold more than 1.5 million units in Argentina alone. Many of said works have also been released in territories like Brazil, Mexico, Chile and Spain.

I also assisted many international acts during their tours of Argentina, translating their press conferences. Some of these artists were: U2, Metallica and The Bee Gees


Special Projects:

In March of 1996 I was offered the opportunity of starting up PolyGram's Special Projects operation, aimed at the exploitation of the Company's extensive catalogue through non-traditional sales channels.
At the end of calendar year 1997 turnover had risen from USD zero to USD 7.1 million. Figures for calendar year 1998 reflected a further increase to USD 12.2 million, producing a net profit for PolyGram Argentina of USD 5.1 million.

These achievements were attained via the generation of various kiosk partwork deals, which have collectively sold over 20 million units, and implied interaction with Senior Management from all the major consumer magazines.
In 1998, my "Gente" continuity project became one of PolyGram Worldwide's "Projects of The Year". The local success of the "Gente magazine" project triggered off its release in Brazil, Mexico, Chile, Venezuela, Italy and Spain.