Mike Dowuona is the Founder and President of Crush, an independent, integrated agency that specialises in creating hyper-relevant, content-led campaigns for brands through ambassadors, entertainment rightsholder and sports partnerships. As self-professed advertising ‘outsiders’, Crush are more likely to take inspiration for a campaign launch strategy from the likes of Coldplay, Stormzy or Ariana Grande, than from a McDonald's Superbowl spot. Crush's clients include Lynx, VO5, Carte D’Or, Nike, JD Sports and Kickers. Having spent 15 years working with global artists at major record labels, as a young Marketing VP, Mike took the leap into the world of entrepreneurial business by creating a specialist Digital Marketing firm. Over 3 years, this grew to become the UK's leading independent in entertainment communications, counting clients as diverse as The X Factor, E One, Capcom and Beyonce amongst its award-winning successes. This run led to the eventual sale of the business to Sony with Mike and his partners taking on leadership of the iconic RCA records label in the UK. Despite having played a pivotal role in numerous global campaigns, it’s as one of the lead architects of the Lynx/Axe brand reinvention that Mike is most proud. Over the past 6 years, Crush’s ‘Men of the Moment’ ambassador strategy has been central to driving the brand's relevance and commercial performance into unprecedented growth. Outside of Crush life, Mike sits on the steering committee of Signifier, an organisation focussed on holding broadcast and advertising industries to account, with the ambition that all creative works should ‘hold a mirror’ to society and be truly representative of the communities they portray. He also acts as an adviser to independent entertainment companies, rightsholders and talent in the areas of brand extension, IP development and rights management strategy.
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