Manchester’s LOVE creative agency has been credited with helping One Direction to score an historic debut number one in the American album charts.
LOVE, which has a head office in Manchester city centre, was hired by Simon Cowell’s record label, Syco Music, to develop a branding approach for the X Factor act.
Mark Hardy, marketing director of Syco, said that the Manchester agency’s work had played a part in taking the album, Up All Night, to number 1 in the US album charts.
He said: “One Direction’s record breaking achievement in the US and across the world is Jordan Winterized 6 Rings testament to the fantastic brand development work that was undertaken by the Syco UK team and with LOVE.
“Our brand has become globally recognised and set the band apart from the competition right from the start.
“We have broken the rules, redesigned the boy band formula and driven this success through innovation in every step of the campaign.”
Rupinder Ashworth, head of planning Air Jordan DMP at LOVE said: “We worked with Syco Music to produce brand guidelines which would set the framework for the band communication style, the look of each member and how each of would translate into the wider connection possibilities with fans across all media.
“Once established, they were used to inform further creative development aimed at bringing One Direction brand to life.”
One Direction has enjoyed unprecedented success internationally since launching last summer.
In just six months the band has sold more than 4.2 million records worldwide and the Up All Night Air Jordan 13s Album made No 1 in 12 countries.
Around the world,One Directionfans have used online platforms such as Twitter, Tumblr and Facebook.
The group has accumulated over 204 million YouTube views, 12 million followers Air Jordan 15s on Twitter and over 3.6 Air Jordan 11s million followers on Facebook.
Founded in 2001, LOVE works with a range of national and international brands including Sony PlayStation Europe, Umbro, COOK, Nike and Diageo.
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