Ticketing and events business Live Nation has revealed plans to boost its local presence with the appointment of Greg Segal to the role of president of brand and marketing partnerships ANZ.
Based in Sydney, Segal will take on the newly created position as he leads the current brand partner program which includes integrated and ‘always on’ partnerships with leading Australian and New Zealand brands.
Live Nations current client list includes the likes of Optus, AMEX, Air New Zealand, Spark NZ, Virgin Australia, NAB and Hertz.
Segal had been operating in a similar role since 2013, following Live Nation's acquisition of his own business, mixitup, which he launched in 2006.
“Since we originally partnered with Greg in 2013, he has developed world-class brand partnerships for the Australian and New Zealand markets. We welcome working more closely with Greg to build on both existing and new brand partnerships in his new role with Live Nation," Live Nation Asia Pacific Alan Ridgeway says.
Australia's live music industry continues to see success in brand integration, with multiple high profile brands making larger investments in the market.
Last year, Secret Sounds, which manages brand partnerships for the likes of Splendour in the Grass and Falls Festival, told AdNews a growing number of brands were tapping into live music as a means of connecting with the lucrative 18-35 age demographic.
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