Our Work

Finding worthy partners
for a Queen

Appearing on Time’s list of 100 women who defined the last century, Beyoncé is an artist whose fame has reached almost mythic levels.

“Queen Bey” has sold over 200 million records worldwide, won over 30 Grammys, and been named the top artist of the decade by both the Recording Industry Association of America and Billboard magazine. She’s also the first solo artist in history to have their first seven albums debut at number one on the Billboard 200.

But even cultural icons had to start somewhere.

After several years as lead singer of the massively popular group Destiny’s Child, Beyonce embarked on her first solo tour to promote the album Dangerously In Love. Understanding the importance of finding the right sponsorship fit, her team engaged NHG to identify potential marketing partners and activate the relationship. NHG secured Verizon for her first wildly successful solo tour, and Samsung for her follow-up – a relationship that ultimately led to a limited-edition phone bearing her name.

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