Griffin Sweet has joined Billboard as brand partnership manager, based in New York. Sweet will report to Julian Holguin, Billboard’s director of brand partnerships, and work with the sales team on breaking and growing business to create integrated brand programs for Billboard.
“I am very excited to be joining Billboard’s brand partnership team,” Sweet says. “As the music/branding paradigm continues to shift, it is an exciting time to be representing an iconic brand such as Billboard.”
Sweet joins Billboard from OMD Sound, the in-house music consulting and intelligence group at Omnicom’s OMD, the world’s largest media-buying firm. As East Coast director, he advised clients ranging from Pepsi, McDonald’s and Lowe’s to Clorox, Levi’s and Coty on developing 360-degree music strategies. Sweet also helped curate and clear master licenses for a 15-track compilation of up-coming acts like Haim, MS MR, Night Moves, and Chvrches sent to OMD clients in the spring to shine a spotlight on acts who were breaking heading into the summer festival season, where many OMD clients had sponsorships.
Not long after Billboard broke the news in mid-August of the division’s formation, the agency’s CEO Alan Cohen left to form his own agency, Giant Spoon, under the Omnicom umbrella.