WPP acquires sonic branding agency amp
By Ibidunni Banjoko
WPP, the world’s largest advertising agency has acquired amp, one of the world’s leading sonic branding companies in a bid to expand its generative AI and brand experience design offering.
The acquisition comes as the sound continues to grow as a vital branding element, with 75% of GenZ consumers saying that music helps them to feel more connected to brands. amp’s expertise will strengthen WPP’s experiential branding offer and ability to create high-quality, differentiated, and ownable sound experiences for clients.
amp will join WPP brand and design consultancy, Landor & Fitch, adding to the agency’s expertise in delivering immersive brand identities that transform customer and employee experiences and set brands apart in a competitive marketplace.
Its global team of more than 60 people has created award-winning sonic identities for some of the world’s most influential brands, including Mastercard, Mercedes-Benz, Kraft Heinz, Deloitte, Shell, and General Motors.
amp’s strategic rigor and deep expertise in music and sound are based on its Sonic DNA design approach. This unique creative platform is elevated by Sonic Hub – its AI toolset – allowing it to analyse, create and manage sonic assets, delivering these at scale by harnessing the potential of generative AI. This innovative approach ensures that a brand’s audio content is consistent yet tailored to diverse audiences, delivering a seamless experience across all consumer touchpoints.
Commenting on the acquisition, Mark Read, CEO, of WPP, said: “With the rise of streaming, podcasting, and short-form media, audio has become a critical component of the marketing mix. The acquisition of amp enhances our offer to clients, helping them create immersive experiences that engage consumers on a deeper level and drive their competitive advantage.”
On her part, Jane Geraghty, Global CEO of Landor & Fitch, said: “I’m delighted to welcome amp into the fold. The team is truly best-in-class and has effectively defined the rapidly growing sonic branding space with its work on clients like Mastercard and Mercedes-Benz. This acquisition gives us an unparalleled breadth of capability – graphic, digital, motion, physical, product, and experiential – and now sonic. It will also help us accelerate our rapidly growing accessible design practice. I’m enormously excited about what we can achieve together.”
Michele Arnese, Global CEO of amp, said: “We are excited to join the WPP family. This industry-first move shows the significance of sound as a must-have brand design and experience component. Integrating more closely with Landor & Fitch, true pioneers in brand design and consulting, will give us the opportunity to scale our award-winning Sonic DNA design framework and our sonic AI platform Sonic Hub within a broader brand identity context. Our global team of creatives, sonic experts, producers, client leads and researchers will team up with Landor & Fitch and WPP to unleash the power of audio, making brands sound better. We are beyond thrilled to begin this new chapter.”
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