'We have 24 hours. We forgot about music. Can you have it ready by tomorrow?'

Brands tend to either treat music as an afterthought or make similar, predictable choices. There's an opportunity to engage with artists to co-create something new that respects the art and still helps the brand, according to David Guerrero of BBDO Guerrero and Nick Wood of Syn Music, who explained their views at Spikes Asia 2019.