Mum's the word for Sony/ATV exploitation.

The second phase of Sony/ATV's groundbreaking "Rock And Roll Baby" collaboration with Mothercare, using the publisher's lyrics on a selection of baby wear, will kick off this autumn. The initiative follows the creation last week of a worldwide marketing division to galvanise similar efforts to grow new areas of business.

Rob Kaplan is to head up the new division in the role of senior vice president, global marketing and joins Sony/ATV from mcgarrybowen, New York's largest independent advertising agency.

Based in New York, Kaplan will be responsible for overseeing the promotion and exploitation of Sony/ATV's songs around the world in advertising and merchandising, as well as in strategic alliances with digital and terrestrial corporate partners.

Sony/ATV UK managing director Rak Sangvhi says the Mothercare "Rock & Roll Baby" campaign reflects the type of initiatives the new division will be focusing on.

"It's an important example of the kind of thing we can do now and the new division will lead to a greater coordination of all our activities in this area," he says. "Ultimately it's about growth and co-ordinating activity on a bespoke and wider level. The global marketing initiative is Sony's effort to be more proactive in terms of seeking opportunities with all different sorts of industries that are traditionally outside of the scope of the music business.

"Mothercare is a great example - we're looking for more opportunities for merchandising more mutually beneficial opportunities with advertisers and brands, ...