Monday, October 22, 2018

2016 Year in Perspective - Paul Greco

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?

Paul Greco
Director of Music & Radio
J. Walter Thompson NY

1) More focus on digital ads and content for the internet independent of TV ads. In the past internet ads were just TV ads that will also run on the internet. Now more content is being produced that has no TV ads as a companion. The downside is budgets for those campaigns are usually smaller than TV, but can be just as much work and require the same resources. Sometimes more.

2) Since I lead the music department, my team and I have to be more creative in how we source existing music and original music we produce. We also have to call upon our own skills to perform production services we normally would have contracted out of house in other cases.

3) Our Tylenol work, “What Moves Me” which was an online only campaign. We recruited unknown musicians that had arthritis who spoke of how the don’t let their arthritis limit their playing and their love of music. We had them cover Fleetwood Mac’s “Don’t Stop” and filmed interviews and a music video.

4) I’m not really sure what the “next big thing”is that’s coming up for 2017. In my experience, usually the next big thing is something that we don’t see coming until it’s here.

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