1) What was the biggest creative challenge posed to you by a recent project? Tell us about the project, why the challenge was particularly noteworthy or gratifying to overcome, or what valuable lesson you learned from it. *

2) What work in 2017 are you most proud of and why? Or what work (advertising or entertainment)--your own or others--has struck a responsive chord with you this year and why? *

3) How has your role--or that of your business or company--evolved over the years? What do you like most about that evolution? What do you like least? *

4) What trends, developments or issues would you point to thus far in 2017 as being most significant, perhaps carrying implications for the rest of the year and beyond?

5) What’s your take on the potential of VR/AR in terms of business and creative opportunities? What have you done in the emerging fields of VR and/or AR? What’s been the biggest learning curve (nuances of spatial sound, etc.) in this arena?

Josh Rabinowitz
EVP/Director of Music
Townhouse/WPP

1) Personally, presenting Pussy Riot at Cannes Lions for the 11th Annual Grey Music Seminar was a crazy challenge. Dealing with the manager and a band , some of whom live in Russia, and coordinating a meaningful event was quite difficult. Fitting a square peg of a punk rock activist band into a circular hole of a corporate framework ain’t easy, but we did it and it was meaningful.

2) Townhouse Music has produced some amazing music in 2017, great new Volvo work, upcoming work for Gillette and the NFL will bow peoples minds. We have a great team here all of whom compliment each other.

3) The role of the music producer/supervisor once was about someone skilled in music studio production, orchestration, arranging and the complex and complicated craft of music composition, whereas now, it’s expanded to an additional understanding of existing music culture, and up-and-coming exceptional artists and talent.

4) I would say the most significant trend is that CMOs and strategic planning folks are now utilizing music strategies on a more regular basis. Music is now at the table during the ideation process as opposed to an afterthought. The substantial power and might of music in the creative process is in full effect.

MySHOOT Company Profiles