We're delighted to announce that Susan Credle, an acknowledged ad industry creative leader and the Global Chief Creative Officer of FCB, has been named Chairperson of the 2017 AMP Awards for Music + Sound. In her role as Chair, Susan will help lead the AMP Awards' new Curatorial Committee, which will be tasked with ensuring that all finalists meet the criteria for their respective categories. The Curatorial Committee also selects the competition's prestigious Best in Show winner.
We asked Susan for a comment on what it means to lead the 2017 AMP Awards, and here's what she had to say: "Music is manipulative. It can bring tears to your eyes. Make your heart pound. Terrify you. Music is the emotional igniter of ideas. As Chair of the AMP Awards, I'm grateful to have the opportunity to reflect on the impact music has on our industry."
Susan was the unanimous choice of our AMP Awards Board of Governors, an honorary group made up of past AMP Awards Chairs, to serve as 2017 Chair. They recognized her role as a visionary creative leader who's always been passionate about the power of music and sound in advertising and highly respectful towards the companies and individuals who work in the craft.
Susan was named to her current post at FCB in June of 2015. Prior to that she was Chief Creative Officer at Leo Burnett in Chicago, a post she accepted in 2009 after having spent over two decades at BBDO in New York. Among the campaigns she's been responsible for are Allstate's "Mayhem" while at Burnett and the iconic M&M's anthropomorphic "human" spots while at BBDO. A graduate of the University of North Carolina, she recalls being drawn to the ad industry after watching director Ridley Scott's legendary "Share the Fantasy" spot for Chanel. Parallels have drawn between the fictional Peggy Olson from "Mad Men" and her own career arc, as she started out as an intern at BBDO and moved up the ranks to become EVP, Executive Creative Director.
Susan is also an important voice representing gender diversity in advertising, and has received numerous industry accolades, including the Chicago Advertising Federation's Chicago Ad Woman of the Year in 2013, inclusion in Advertising Age's 100 Most Influential Women and Business Insider's Most Creative Women in Advertising lists and induction into the AAF's Hall of Achievement.
Our call for entries is still open, and there's still time to get your work entered into the AMP Awards. To upload entries, please visit our awards portal at http://www.awardcore.com/amp/loginOpen.php. The awards presentation will be held on Tuesday, May 23, at the Diamond Horseshoe at the Paramount Hotel in the Theatre District.
One of the advantages of being “At Large” is the opportunity to see trends/events through the lens of an “outlier.” Operating out of Nashville, we may not have the same day-to-day connection to agencies that our colleagues in New York, Los Angeles and Chicago have, but we are certainly aware of the ways in which technology and culture are impacting the music industry as a whole - and along with it, our AMP members.
Six years ago, we started interviewing some of the advertising industries leading creative minds, gathering their perspectives of the use of music and sound in the context of branding. The result is our recently published book, “101 Great Minds on Music, Brands and Behavior.” In all these conversations, two themes emerge: First, everyone is resolute in their belief of the importance of music. Second, everyone wrestles with how this belief translates into actionable strategies and measurable results. Bottom line: the problems are systemic, which means any solution will be nothing short of disruptive and revolutionary.
Here are a few big takeaways for us from the year behind us, looking forward to what lies ahead -
• We continue to see the battle for centralization growing. Agencies and brands alike are looking at ways to control the creation and procurement of audio content. As they do, more doors will open for content creators to work directly with brands. Agencies will struggle to be the gatekeepers. Get ready to rumble.
• We continue to see the effects of commoditization. Libraries and licensing continue to take a big piece of the music for advertising pie. We should be honestly engaging questions around value, costs, procurement and returns. No one has the answer - but we should keep asking the questions.
• We’re seeing real opportunities for music to be a meaningful extension of the brand - rather than just an element of advertising. We should be actively looking for ways to help brands and agencies wield music as a strategic weapon rather than just a tactical tool. That’s the only way we’ll change the conversation.
• We’re seeing that research and testing are not the enemy of creativity. Rather, inadequate testing (and consequently, improper data analysis) is the enemy of creativity. We as content creators should find more ways to demonstrate the difference. In the words of Matt Damon, "Let’s science the shit out of this."
• Finally, collaboration is the way forward. We’ve gained a lot of new business by finding ways to work with companies that in the past might have been viewed as competitors. Let’s find new ways to connect, to pitch for business, to educate ourselves, to AMPlify our voices.
AMP West announces a new Mission Statement for this year:
AMP West aligns itself with the core attributes of AMP, which are:
1) being an advocate for better business practices,
2) building understanding and education of its membership and
3) bringing awareness to agencies and the public at large concerning exactly what it is that we do in providing music and sound for advertising and branded entertainment.
AMP West promotes the particular interests of its geographical location, including Southern California, Hollywood, and Silicon Valley and continues to stay in touch with the entrepreneurial spirit of the West Coast.
We celebrate the small guy. We communicate and interface with the big companies in LA, New York and Chicago. And we can be counted on to help promote the AMP Awards!
Advertising music industry awards to donate a portion of proceeds from its annual creative competition to nonprofit that aids musicians and their families.Read More
The packed house at City Winery in NYC could barely be kept still for presentations - but the work being honored in all 11 Awards Categories never sounded better. The 2015 AMP Awards Chair Paul Greco from J. Walter Thompson, along with past Chairs BBDO’s Rani Vaz and Grey’s Josh Rabinowitz, presented trophies - and positive words - giving meaning and heft to the proceedings. Further insights into the creative challenges and opportunities that music affords were shared by Tor Myhren, President and Worldwide CCO of Grey, who presented Best In Show, and Sarah Barclay, ECD J. Walter Thompson, who presented the trophy for Best Adaptation...Read More
AMP West Coast President, Tina Marie Reyes, recently participated on a panel featuring top music industry executives held during the Hollywood Chamber’s 3rd Annual State of the Entertainment Industry Conference at the Hollywood & Highland Complex on November 21, 2014. Among the executives featured on the panel, entitled Music in L.A. – Hitting High and Low Notes, included Paul Broucek, President of Warner Bros. music division, Greg Thompson, EVP for Capitol Music Group, and Ricky Minor, Music Director for American Idol. The panel was moderated by Steve Gaydos of Variety.Read More
Effective May 1st, Renee McGovern has relocated to FGMK Insurance Agency, 2801 Lakeside Drive, 3rd Fl, Bannockburn, Illinois 60015.
Renee has assured all members of AMP that she has carefully transferred our E&O policies with her. We welcome FGMK as our new official AMP Insurance Sponsor. This new relationship is a good time for each company to review their insurance needs. You can contact Renee at847 964 5108 or by e-mail atRMcGovern@FGMKIns.com.
On Monday, March 21st, the Association of Music Producers (AMP) staged the first-ever Muse 2 Music event at Le Poisson Rouge in New York. The AMP Composer Project was made up of nine AMP composer members who penned original tunes inspired by works from leading agency creative directors, including a book by Tor Myhren of Grey, photography by Jason Koxvold of Strawberry Frog, and lyrics by Alex Lubars (son of BBDO’s David Lubars)...Read More