Sync Exchange Podcast #3 – Paul Greco, Director Of Music and Radio Production and Supervision, J. Walter Thompson, NY

Paul Greco


This episode of the Sync Exchange podcast features an in-depth discussion between J. Walter Thompson’s Director of Music and Radio Production and Supervision, Paul Greco and SyncSummit/Sync Exchange Founder Mark Frieser on how music is used to enhance and develop the messaging of major brands and advertising campaigns.

J. Walter Thompson is one of the world’s largest agencies and is part of the WPP Group, with more than 200 offices and 10,000 marketers servicing some of the world’s largest brands like Nestle, Ford, HSBC, Johnson & Johnson, Unilever, and Puma to name a few.

In This Discussion, Paul and Mark cover:

0:00 – 7:00 – The basics – Paul’s bio and JWT’s approach to music and their clients

7:28 – Good Music/Brand Associaiton. 

 – Brand USA

 – Rosanne Cash – Land of Dreams

11:30 – Who are your “Go To” Composers and why?

13:40 – Licensing – where, how and the importance of specialization

18:00 – How to help music supervisors and thereby, help yourself

21:00 – Working with Sync Reps versus DIY

23:30 – Why liability issues are important to agencies and brands

25:20 – More on the advantages of working with Sync Reps

28:00 – Sync and artist promotion via advertising

32:00 – The importance of interactive and social media to sync promotion

35:00 – Vampire Weekend’s “Holiday” – 3 syncs in one season

36:50 – Who gets more out of the brand/band relationship?

38:00 – Brand and artist tie-ins – when they do and don’t work

39:50 – Led Zeppelin and Cadillac

41:22 – Research on music+ brand and wrapup

Paul Greco Bio

Paul Greco is Director of Music & Radio Production and Supervision at global ad agency J. Walter Thompson New York. He was appointed in 2011 to lead the agency’s music department and collaborate on music branding ideas across all media. Today his work continues to be recognized by the industry.

In 1995 Paul joined Young & Rubicam as Music Producer, and eventually rose to the position of Vice President, Executive Music Producer. During his 14-year career at the agency, he handled music production on many of Y&R’s biggest clients. His work helped earn the Pella Windows account a television EMMY Award nomination and several other awards for many other clients.

Prior to Y&R, Paul worked at BBDO New York as Music and Radio Producer, where he produced music for many of their award-winning accounts including Pepsi, FedEx, GE, Visa, and HBO.

Paul has worked with numerous musical artists and continues to push for opportunities to align musicians and brands.

He is a board member of The Association of Music Producers (AMP) and was chosen as Chair for the 2015 AMP Awards.

He has been a jury member for many award shows including The Clios, AICP, The International Music & Sound Awards, and has been quoted in industry related articles in,, Variety, Adweek, Adage, and Shoot Magazine.

Throughout it all, Paul’s philosophy and mission is to create deep and durable ties between consumers and brands through music. In an era of being able to reach more people through so many different media channels, music remains one of the most effective ways to make the connection.

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Sync Exchange Podcast – February 23, 2016

This podcast features interviews with:

  • Tak Furuichi, head of International for the Recording Industry Of Japan and JVC Victor

  • Daniel Salcedo, founder of Muusme, The Elevator, Trenderscope Founder and Latin American market expert

  • Entertainment lawyer Wallace Collins

  • With music from the Japanese music label Avex.

Following are links and annotation of this week’s podcast:

Total Runtime – 1:11:42

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The Sync Exchange Podcast

Inaugural podcast, February 7, 2016.

 In this podcast, DEVO founder Gerald V. Casale discusses how David Bowie discovered and mentored the band, Music Supervisor Nora Felder (Ray Donovan) joins us to discuss her career and how to work with music projects, Lawyer Wallace Collins discusses the art of the Sync Deal and Grey’s EVP, Director of Music Josh Rabinowitz discusses music, messaging and his mission as head of the Cannes Lions Music Jury.

Below are additional details of this podcast (you’ll want to check them out, they’re really helpful):

Total runtime:  2 hours, 28 minutes

Featured Interviews:

1:26 – 46:14 – Interview with DEVO’s Gerald V. Casale 

46:51 – 1:30:14 – Interview with Ray Donovan Music Supervisor Nora Felder

1:30:54 – 1:44:42 – Interview with entertainment lawyer Wallace Collins, Esq.

1:45:33 – 2:27:03 – Interview with trombonistGrey Advertising EVP, Director of Music and Cannes Lions Music Jury President Josh Rabinowitz.

Also on the podcast is info about the podcast, the guests and featured music from the Sync Exchange repped band A.L.B.E.R.T.

Links to some of the things that people on today’s podcast talked about: 

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