Rob Schnapp describes himself as a Family Man, Mad Man, Man Child. Which means his family comes first, he loves working in advertising, and will never give up his childlike curiosity and enthusiasm for this business. He has worked on local, regional, national and international brands across all types of media. Past clients include Subaru, Panasonic, Pace Salsa, V8, and Goldfish.
He is currently Executive Creative Director at Crosby Marketing where his recent work includes the Peace Corps, DAV (Disabled American Veterans), Organdonor.gov, and the Dave Thomas Foundation for Adoption.
One day (hopefully not for a really long time) his obituary can say that he made a Super Bowl commercial for Youth Smoking Prevention. #humblebrag
How many years have you been a judge?
10+ years
What was your first job in the industry? What did it teach you?
My first job was in the art studio of one of the most award winning agencies in New York at the time. Levine, Huntley, Schmidt and Beaver. That agency is long gone but the lessons are not forgotten. I was like a sponge learning from the amazingly talented art directors and copywriters there. Eventually, I was promoted to art director. One lesson that really stuck with me was that all you have in this business is your book. So you’d better make sure you produce strong work.
What project are you most proud to have worked on?
Prior to my current role at Crosby, I’d say the work I’m most proud of would include “Could’ve Had A V8” while at Y&R and a documentary on opioid addiction called “Gateway” while at Coyne PR.
What’s the most challenging part about your job and/or the industry?
It’s always a challenge to stay current. Obviously, right now it’s about learning how to best leverage AI technology. My attitude is to embrace it rather than fear it. The possibilities are exciting.
What do you look for to determine excellence in video?
I look for good storytelling rooted in a real idea that is grounded in truth. Production should be well crafted and with ruthless editing that eliminates the extraneous.
When did you know that this career is what you wanted to do?
At a very early age. I was a wisecracking kid who watched too much TV and I could draw. A perfect storm for a career in advertising.
In your experience, what is a significant change happening in the video and television industry, and what insight can you share about how to navigate it?
As production budgets get squeezed, embracing AI technology offers possibilities and efficiencies that nobody could have predicted ten years ago. Learn it. Devour it. Put it to good use. But don’t think for a minute that the technology can do it on its own. It needs your thinking and problem solving skills. It’s an exciting time.
What are your current roles and responsibilities and what do you love most about your job?
I currently lead a team of creatives working on brands and causes that contribute to the greater good. Our mission at Crosby is Inspiring Actions That Matter. The thing I love most about my role is that our work can make a positive difference in people’s lives. One of my greatest joys is when I can help team members take a nugget of an idea and make it into something wonderful and meaningful.
What initiatives or projects are you working on now that excite you?
Working with the Peace Corps was such a great experience. We created a fully integrated campaign to invite prospective volunteers who are ready to go the distance to make a difference. Also, we just finished a new PSA campaign on behalf of the Dave Thomas Foundation for Adoption.
