Music: My musical inspiration.(Interview)

From The Rolling Stones to Bach, adland's creatives reflect on the soundtrack to their lives.

DAVE TROTT - creative director, CST

When I was a teenager, I liked The Rolling Stones.

My mum wanted to get me a record for my birthday.

So she went to the local record shop and said: 'Can I have the latest one by that bloke with the big lips: Jack Migger.'

In my part of London all the mods went to the Ilford Palais on Sundays.

We never went on Saturday because that was 'over-21s night'.

Which to us just meant old farts.

But Sunday night was just the best music from the States.

And that meant Motown mainly.

The other place for great music was pirate radio.

One DJ would introduce a track with: 'Here's a real finger-popping, tail-wagging, foot-stomping, thigh-slapping record.'

Years later, I got him to do my first ad: 'Lip-smacking-thirst- quenching-ace-tasting-motivating-good-buzzing-cool-talking-high-walking- fast-living-ever-giving-cool-fizzing-Pepsi.'

The main thing is to listen to absolutely EVERYTHING.

Don't judge the music by the person who made it.

We used what sounded like the intro to Still Dre on the ads for The Independent for years.

Nobody spotted it.

At the agency we have a site on the main server where everyone lists his or her ten favourite tracks.

One year, at Christmas, we took everyone's top track and put it on a CD called Now That's What I Call Chick Smith Trott.

It's still one of my favourite CDs.

Music is a great way to get people to take your message off the TV and carry it around with them, playing in their heads.

And it's free media.