Former Warner/Sony executive Mardi Caught launches own marketing services company The Annex

Experienced music industry marketing and digital strategist executive Mardi Caught has launched her own company, The Annex.

Based in Sydney, it is a marketing services division that will work with talent, management and labels to tailor and deliver marketing strategy.

It will offer DSP strategy, project management, international exploitation and creative direction.

In her most recent role as general manager for Warner Music frontline marketing, Caught ran campaigns for Ed Sheeran, Twenty One Pilots, Dune Rats, Illy, Kita Alexander and E^ST.

Caught said of the new venture, ”I’m thrilled about the new path I’m about to embark on.

“The music industry is currently incredibly testing for developing artists in the domestic market.

“But the continually evolving marketplace also gives great freedom, which is both challenging and invigorating.

“’I’m excited about The Annex being able to add those extra elements to the vision artists, managers, and labels have.”

The Annex launches with the JOY., Didirri, Passenger, PNAU, Kota Banks, UNIFIED, BMG and Sheppard on board.

Caught’s international marketing experience were sharpened in the UK as international marketing and promotions manager for EMI (Kylie Minogue, Robbie Williams, Doves), vice president of talent and music at MTV UK and general manager of Columbia Music Sony UK (Ting Tings, Mark Ronson, Kings of Leon, Calvin Harris).

She returned to Australia in 2009 to take up the GM role of Australian artists and Day One Entertainment at Sony Music Australia.

In late 2010, she moved to Warner Music, first as GM and then managing director of Atlantic Records.

Between December 2014 and December 2017 she held the frontline marketing GM role.

The Annex has an alignment with the independent multi-division powerhouse UNIFIED, and is based in its offices in Sydney’s Williams Street.