Because of Music

Shining and spotlight on music education. ABRSM wanted to be seen as “not just a music exam board” but as a global leader in music education, and engage with a broader audience.​


Brand manager, Creative lead, Campaign planner



Multi-channel brand positioning campaign delivered online, focussing on real people and real stories. This inclusive campaign aims to make ABRSM more personable and relatable. 

The content-led approach looked at the general benefits of learning music, regardless of genre or path to making music, with an invitation for others to share their experiences. 

Video & website: Adnan Mangral

© ABRSM Feat. Cat on Sax


Reached over 1.5m video views online in the first 3 months. The content on social media reached over 800,000 people, of which 200,000 were new to ABRSM. The content led to engagement from all sorts of musicians including Myleene Klass and Sheku Kannah-Mason. The usual rate of likes/followers on social media doubled.