Keith Chagnon

I'm a senior level marketing executive, with a background in the music industry currently running the American operations office for Mad Scientist Digital in Los Angeles. The company was found in Australia by digital strategy entrepreneur Ian Hopkinson.

I started out in music marketing, learning how to create marketing campaigns to reach retail purchasers – campaigns that created the conditions necessary for successful sales. By building consumer awareness and recognition of a brand or promotion, the job of selling is simplified and streamlined.

With the explosion of the Internet into music marketing, I quickly learned early the importance of digital marketing in the overall mix of branding and promotion. My experience spans social media, web site development, online retail sales delivery, sales performance measurement and online publishing.

I have previously worked with big players like Virgin, small startups and individual performers. I have also co-ordinated large multi-channel projects and helped individual artists get their work recognised. Big or small, I strongly believe that a business must be in control of its own destiny – identifying their strengths, values, talents and capabilities and developing strategies and plans to tell their story well.

Brand development is a necessary first step, but more is required than clarity. The complex mix of creatives, technicians, publicists and large service suppliers required for a successful online marketing campaigns demands more than good intent and hard work – it requires planning and execution. I have over two decades of experience doing just this, working with publicists, recording companies, merchandisers and global retail chains to deliver solid promotion campaigns.

“If you don’t have a plan, none of it will work” -KC

In the densely populated world of online sales and marketing, standing out from the crowd is critically important – you’re not just a business, you’re a presence and a performer. Keith’s experience will help you create a strong, consistent brand and identity, making selling your products and services easy.