Friday, August 17, 2018

2016 Year in Perspective - Josh Rabinowitz

1) What industry trends or developments were most significant in 2016?

2) How did your agency or agency department adapt or adjust to the marketplace in 2016? (diversification, new resources and talent in different areas, new strategies, etc.) 

3) What work in 2016 are you most proud of? (Please cite any unique challenges encountered)

4) What do you think the “next big thing” in production or post and/or social media will be in 2017?

Josh Rabinowitz
EVP/Director of Music
Townhouse/WPP

1) From my purview, the vehicle of music as it relates to brands, culture, technology has become an important focus in the creative mindset. Music is now a part of the ideation of a concept rather than something dealt with mainly in the 11th hour of an execution. Cannes Lions created a new category to honor that importance this year in Music.

2) Our new agency, Townhouse, is a Production Agency, which is an adaptation to the needs of clients and the modern integrated necessity to have a facile production entity that can work across several brands with ease, expertise, and efficiency.

3) Townhouse Music has produced an array of excellent work this year including the “SuperBowl Babies” Music for the NFL, Volvo “Wedding” which helped propel the career of the artist Sharon Van Etten, The Volvo music for “Song for the Open Road” by the great modern cinematic composer Dan Romer, some excellent Gillette Olympics work which utilized Sia, Pusha T, and the Brazilian artist Olodum, and, some excellent work for our clients at CoverGirl. The first mentioned work won Gold at The Cannes Lions.

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