There are a lot of influencer companies that join expertise with manufacturers, however few have had the continued success of BCL Leisure, a expertise manufacturing, occasions, and model partnerships firm that has helped enhance campaigns by matching one of the best manufacturers with star-level expertise.
BCL Leisure is led by Bettie Levy, who didn’t set out initially to be an leisure expertise dealer, however her enterprise savvy and connections have helped the company rise to the highest. Her success comes all the way down to authenticity and powerful relationships when looking for one of the best superstar for a marketing campaign.
“A very powerful factor is the authenticity of the pairing, whether or not it’s the occasion or the partnership, and that’s what we do,” Levy advised ADWEEK.
A knack for connecting expertise
Levy began her profession as an intern at Sony Music, which led to her first job out of faculty within the tv and video reserving division. From there, she transitioned to Columbia, then Epic and Sony City, earlier than following Don Ienner to his new enterprise, IMO Leisure.
Throughout her time on the labels and at IMO, Levy discovered each the company and entrepreneurial constructions and constructed up a rolodex of artists she might rely on for occasions. Ultimately, she determined to begin her personal enterprise, which grew to become BCL Leisure.
It’s now been 15 years, and Levy has constructed a repute for locating the appropriate celebrities for the appropriate occasions and campaigns.
Whereas BCL Leisure focuses on stay occasions and branded partnerships, “the operate in each silos may be very a lot the identical, which is coming in and taking a consumer’s artistic finances and deliverables, and authentically devising lists of names and concepts that take advantage of sense,” Levy defined.
Ludacris meets Jif
One in every of BCL’s most public successes has been the continued Jif marketing campaign with Ludacris.
In a spot by Publicis, “The Return,” Ludacris is again within the studio to report his subsequent hit. After some bother discovering his groove, he breaks for a scoop of peanut butter. The snack gums up his stream however finally ends up sounding recent sufficient to be successful, with the monitor changing into the rapper’s single, “Butter.ATL.”
BCL Leisure was instrumental in touchdown Ludacris for the function. The model needed to discover an artist that will have the expertise and artistic contributions to deal with not simply the performing but in addition the songwriting and talent to collaborate with all stakeholders.
“Loads of these campaigns are all in regards to the artistic, and you really want the artist’s involvement from the inception. Oftentimes, the expertise has nice concepts that can also contribute to nice artistic,” stated Levy.
