John Altman has written scores for over 50 movies, arranged for 19 Platinum records and performed with everyone from Prince to Little Richard via Bob Marley and Van Morrison. He has also composed, arranged and/or produced the music for over 4,000 commercials worldwide over forty years – advertising cars, perfumes, clothing, insurance, food and drink, airlines and even cat litter! He has worked regularly with directors like Tony & Ridley Scott, David Bailey, Alan Parker, John Frankenheimer and Jonathan Glazer and with copywriters like Salman Rushdie, won every major advertising award and helped several start-up companies become market leaders thanks to a catchy ‘jingle’. In this session, he will discuss the major role played by music in brand marketing and some of the possible pitfalls when campaigns misfire.