But these days, ad agencies are using classical music as more than a jokey device or a signifier of wealth and sophistication. “The name of the game is to stand out,” said Jon Pearce, the chief creative officer at Hudson Rouge, a boutique ad agency in the WPP network. And there is this: Classical music can be cost effective. “It’s fantastic working with a dead composer,” said Hal Curtis, the creative director of the ad agency Wieden & Kennedy. “People could be intimidated by classical music or feel they’re out of their depth,” Mr. Muhlenfeld of the Martin Agency said.

Source: New York Times March 25, 2018 19:14 UTC