By Bob Chiappardi
Concrete Marketing today announced they have entered into a strategic partnership with The Fearless Group and SJD Media to create a new media buying and planning agency for the entertainment industry. The new agency will be called Concrete.Fearless.Agency and will be led by Bob Chiappardi, the founder of Concrete Marketing, Robert Davidman, a partner at The Fearless Group and Stu Dinetz, the president of SJD Media. With 30 years+ music industry experience, and 15 years media planning experience with former strategic partner TEC-Direct, Concrete Marketing has been an industry leader in helping artists with all of their marketing, advertising, promotional, informational, and production needs. The new agency, Concrete.Fearless.Agency, will be able to provide the entertainment industry cutting edge digital and mobile advertising platforms along with a full service menu of traditional media planning services like TV, radio, outdoor and print. “I started working with Robert Davidman back when he was working with Mark Cuban as an executive at Broadcast.com and then with it’s sale to Yahoo!, a key player at Yahoo Music Radio,” explains Chiappardi. “Concrete/TEC-Direct then brought in Robert’s company to handle our digital media planning at the advent of online advertising. I have a 25+ year working history with Robert, so while this is a new entity, it is really a logical and overdue evolution of our professional relationship. Stu Dinetz rounds out the team with his 17 years of traditional advertising experience with clients like Steve Madden, Paradise Poker and Hustler Clubs. Together, there is no challenge that we won’t be able to tackle for our clients.” “Music is in my DNA” states Dinetz. “I cut my teeth working and building out the sales departments at three of the largest radio stations in the country, Hot 97, Z-100 and Q104. I am very excited to have an opportunity to demonstrate toConcrete’s clients our clear understanding of how important broadcast, out of home and print are still an integral part of a cross platform media plan in the age of digital media.” Davidman adds, “We see this as a tremendous opportunity to bring Concrete’s clients platforms services and methodologies that have not been available to them in the past. We have a great creative staff and are heavy into strategy and content. Programmatic, influencer and social media services are just some of the tools we bring to the table. We also have platforms that while brand new, are extremely effective. These strategies that we have been executing for other clients like Hard Rock Café and Anastasia Date, will be most effective with music and movie releases as well. I am excited, and look forward to be presenting them to music executives with Bob in the weeks to come.”