EE & Britney spears

securing talent & sync rights for EE's ATl campaign

To promote EE’s new customer reward programme of 6 months free Apple Music, our brief was to secure a recognisible music talent to appear in their TV advert with Kevin Bacon – but on a very modest fee.



Our strategy was to target an iconic artist who would be on promotion for a new single/album, so we could leverage the value of the ad’s media spend to broker the deal.

We secured Britney Spears for her first ever TV advert; including use of one of her tracks and social media support - all coordinated around the release date of her new album.

We secured the sync rights of Olly Murs’s and James Bay’s music to be included and created a Directors Cut edit to promote Britney’s new single. We also negotiated a last minute inclusion of the iPhone 7 in the ad.


For EE it was their best performing ad since their measurement began. TV recognition reached 61% (average of 30% previously), it was the highest ever mark for first choice purchase of EE, delivered the highest amount of sign-ups & iPhone pre-orders for any previous promotions and increased brand consideration beyond KPIs.

For Britney, Sony confirmed it contributed to her highest chart position in 13 years and helped to secure her slot at Apple Music Festival.