THE MARKETING 100: BMG ENTERTAINMENT: KEVIN CONROY

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As senior VP-marketing at BMG Entertainment North America, Kevin Conroy, 38, aims to find new ways for artists to reach their audience.

BMG oversees the recorded music, music publishing, TV, direct marketing, interactive entertainment, merchandising and video operations of the division of Bertelsmannn AG.

"We have an amazing collection of creative assets," says Mr. Conroy, including record labels such as Arista Records, RCA Records, Windham Hill/High Street Records, as well as BMG Direct, BMG Distribution, BMG Interactive, BMG Television and other interests.

Last year, Mr. Conroy initiated the effort behind BMG Visa, negotiating a pact with Wachovia Bank and Visa USA to establish a co-branded credit card giving consumers rewards through a global music company.

"In the huge world of co-branded credit cards, it amazed me that not one targeted and rewarded music consumers," says Mr. Conroy.

The BMG Visa card is a "win-win" for cardholders and marketers, he says, as consumers build up points that never expire.

Those points give unusual rewards, including autographed guitars, signed album artwork and backstage passes. BMG Visa cards promote BMG Interactive Sites, and the sites push the cards; both promote BMG TV shows. The underlying message, he emphasizes, is about packaging artists differently.

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