Richard ConnellSonyBMG Music UK

Creative Group

• (The Informers)• Insight + CRM + Media Buying

Teams

• (The Executors)• Art + Video + Digital Creative

Teams

Segmentation

• Four Macro Consumer Groups

The Fanatics (7 Segments)The Enthusiasts (7 Segments)

The Casuals (8 Segments)The Indifferents (4 Segments)