One comment

  1. iV

    Paul – this popped up on my radar today, and I thought it fascinating, as I think the next area of disruption in the audio/advertising space will come from the uncoupling of audio/music from the advertising agencies and placing it in the hands of an “audio agency of record.”

    Yet I know very little about Big Sync Music. Can you shed any light on them? I did a little digging and found the company was formed in 2013, it has very few Twitter and facebook followers, and up until today, there was very little about them online. Here’s a list of company personnel:

    Their tax filings in June 2014 listed them with almost £500,000 in capital. Not too shabby after being in business for one year.

    Then I found this in going through their list of directors – an article about Dominic Caisley and a dust up about a statement he made about composers “working for free” : note the first sentence – “…Unilever’s in house music composition team”

    More about Dominic: CEO, Big Sync Music “Dominic is the reason we hum Nina Simone when we see Muller Yogurt and has found music for 500 commercials. His special relationship with Unilever brands makes him excellently placed to give an insight into client needs.”

    Then there’s Jan Harley who is an “investment officer” for Big Sync – and shows up here:

    “I currently sit on the board of six companies, five for Unilever Ventures and one as a private angel investor.”

    Then there’s the oldest member of the group: Paul Jeffrey Bainsfair. Can’t find much on him, except he’s had agency experience at TBWA UK and Omnicom. But he also seems to be the General Director of the IPA, who tweeted a link to an article that said this: “Unilever’s digital ad spending rose nearly 40%, said Chief Financial Officer Jean-Marc Huet…Mr. Huet said Unilever, like last year, still wants to reduce “non-working” media, i.e. “the part of the advertising spend which is used to make films, pay agencies and the like.”

    In other words, Unilever is spending more money on advertising, but wanting to reign in agency costs. Yet Paul Bainsfair, in his position at IPA, seems to argue against this approach by Unilever – the company that seems to be behind Big Sync Music. Perhaps the Paul Jeffrey Bainsfair of Big Sync Music isn’t the same as the Paul Bainsfair do IPA. Very odd.

    So while I can’t find it clearly stated anywhere in the founding documents, it appears that Big Sync is actually a music production company that is owned/operated by Unilever. If so, Unilever created the company and then gave the control of music to themselves, essentially. That is, the single music supplier of the conglomerate is actually a part of the conglomerate.


    Please let us know if there’s more light you can shed on the company or how I’m connection the dots…

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