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.