In 2010, amp’s global CMO Uli Reese, Author of “101 Great Minds on Music Brands and Behavior”, set out on a mission to engage the top leaders in the world of advertising in honest conversations about the role of music in the digital age. How important is music in building a brand? What informs their creative decisions? When it comes to costs, how do they measure ROI? How do they think music impacts perception and drives behavior? This tremendous effort resulted in the 2015 published Book 101GreatMinds on Music Brands and Behavior/Advertising Edition, featuring 101 Interviews with the brightest minds in advertising.
Because of it’s enormous success, he right away started the Marketing Edition of the series. The benchmark to participate is CMO, VP or Founder. Keith Weed, Raja Rajamannar or Fernando Machado are just a few examples of the level of partizipation.
Follow along as these thought leaders share their perspectives on everything from how they approach music strategically, to how ROI considerations and research impact the creative process. Whether you’re a composer, creative director, music supervisor, researcher, marketer, or brand strategist, you’re sure to find a wealth of insight that can shape your own thoughts about music, brands and behavior.
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- 101 Great Minds
- 101 Great Minds Agency Edition
- 101 Great Minds Brand Edition
amp 101 Great Minds interview with Maria Gräfin von Scheel-Plessen, Global Head of Media & Advertising at Montblanc.
“A sonic experience can be a big influencing mechanism and that has often been forgotten.”
“A sonic experience can be a big influencing mechanism and that has often been forgotten.”
amp 101 Great Minds interview with Andrea Newman, Global Head of Brand at HSBC
“I still don`t think that many brands have really embedded audio in a way that they are able to draw the full potential out of it.”
“I still don`t think that many brands have really embedded audio in a way that they are able to draw the full potential out of it.”
amp 101 Great Minds interview with Sir John Hegarty, Founder, Worldwide Creative Director, BBH.
“It‘s hard to overestimate how important music is. It can transform a message.”
“It‘s hard to overestimate how important music is. It can transform a message.”
amp 101 Great Minds interview with Vasu Jakkal, fmr. EVP and Chief Marketing Officer at FireEye.
”Just like branding is a science and visual identity is a science, audio is a science. It comes down to building trust. It comes down to building alignment. It comes down to building energy.”
”Just like branding is a science and visual identity is a science, audio is a science. It comes down to building trust. It comes down to building alignment. It comes down to building energy.”
amp 101 Great Minds interview with Rahul Malhotra, Head of Brand Strategy & Stewardship at Shell.
“Consumers are not waiting actively for your brand to communicate with them. In reality, the brand dialogue is more subtle, whether it’s the music in the elevator, the background music in the reception lobby or the retail forecourt.”
“Consumers are not waiting actively for your brand to communicate with them. In reality, the brand dialogue is more subtle, whether it’s the music in the elevator, the background music in the reception lobby or the retail forecourt.”
amp 101 Great Minds interview with Mercedes Erra, Executive President of Havas Worldwide, Founder of BETC
“Music is engraved in the spirit of a brand.”
“Music is engraved in the spirit of a brand.”
amp 101 Great Minds interview with Olaf Geuer, Group Head of Brand Strategy & Experience, Swisscom
“Sound is one of the most emotional elements you can use in branding and communications. So, we are trying to use it to our best advantage.”
“Sound is one of the most emotional elements you can use in branding and communications. So, we are trying to use it to our best advantage.”
amp 101 Great Minds interview with Matt Eastwood, Worldwide Chief Creative Officer at J. Walter Thompson.
“You‘re doing yourself a disservice when you don‘t use music to build your brand.”
“You‘re doing yourself a disservice when you don‘t use music to build your brand.”
amp 101 Great Minds interview with Alegra O’Hare, Vice President Global Brand Communications at adidas Originals.
“It’s much more about the culture of music versus just music by itself.”
“It’s much more about the culture of music versus just music by itself.”
amp 101 Great Minds interview with David “Shingy” Shing.
“Sound allows you to connect with something in an even richer way than visual does.”
“Sound allows you to connect with something in an even richer way than visual does.”
amp 101 Great Minds interview with John Rocco, Vice President Marketing at Sonnet Insurance.
“It’s about the importance of craft in advertising. Music can’t be an afterthought.”
“It’s about the importance of craft in advertising. Music can’t be an afterthought.”
amp 101 Great Minds interview with Gemma Albí Verdú, Global Brand Communications Director at Gap.
“Most of the times I end up being in briefings where we discuss the story, the photographers and the location for months, but music comes into the process at the very end of the timeline with only very little attention and budget.”
“Most of the times I end up being in briefings where we discuss the story, the photographers and the location for months, but music comes into the process at the very end of the timeline with only very little attention and budget.”
amp 101 Great Minds interview with Rich Silverstein, Founder, Chairman and Partner at Goodby, Silverstein & Partners.
” Our job is to build a brand through language, imagery, voice and sound.”
” Our job is to build a brand through language, imagery, voice and sound.”
amp 101 Great Minds interview with James Hilton Founder of AKQA and AtelierStrange.
“Music, like smell, evokes more emotions than vision. It’s almost instant recall. And those things are incredibly powerful when you’re creating a brand or working with brands.”
“Music, like smell, evokes more emotions than vision. It’s almost instant recall. And those things are incredibly powerful when you’re creating a brand or working with brands.”
amp 101 Great Minds interview with Cindy Gallop, Advertising Icon & Business Innovator.
“When you decide to identify the sound of your brand from the ground up and design for it, do that with women.”
“When you decide to identify the sound of your brand from the ground up and design for it, do that with women.”
amp 101 Great Minds interview with Susan Credle, Global Chief Creative Officer, FCB
“The future of audio branding is like a sawtooth wave. Quite bright.”
“The future of audio branding is like a sawtooth wave. Quite bright.”
amp 101 Great Minds interview with Keith Reinhard, Chairman Emeritus, DDB Worldwide.
“It’s notable that people now prefer to borrow music. I prefer the idea of creating an original song or jingle that’s born out of the brand.”
“It’s notable that people now prefer to borrow music. I prefer the idea of creating an original song or jingle that’s born out of the brand.”
amp 101 Great Minds interview with Fernando Machado, Chief Marketing Officer at Burger King.
“In a world that is so full and fast-paced, audio has to ability to cut through and connect with the heart in a way that other senses can`t.”
“In a world that is so full and fast-paced, audio has to ability to cut through and connect with the heart in a way that other senses can`t.”
amp 101 Great Minds interview with Jenny Pham, Global Director of Communications & Brand Marketing at Adidas Originals.
“The question is: What’s the key to turn a brand into an entertainer at every touchpoint?”
“The question is: What’s the key to turn a brand into an entertainer at every touchpoint?”
amp 101 Great Minds interview with Hubertus Devroye, Director of global Marketing at Dow.
“Challenging times force us reflect on things we took for granted in the good times. Auditory stimulus – sound and tone – are great examples. And what a great opportunity.”
“Challenging times force us reflect on things we took for granted in the good times. Auditory stimulus – sound and tone – are great examples. And what a great opportunity.”
amp 101 Great Minds interview with Amir Kassei, fmr. Chief Creative Officer at DDB Worldwide.
“It is not about the right sound or the right piece of music. It is about the strategic question: “What should my brand sound like?” Which is a completely different thing.”
“It is not about the right sound or the right piece of music. It is about the strategic question: “What should my brand sound like?” Which is a completely different thing.”
amp 101 Great Minds interview with Tony Granger, Global Chief Creative Officer, Young & Rubicam.
”Music can be extremely powerful. It connects to the heart. Music in advertising and in film influences you and informs you emotionally.”
”Music can be extremely powerful. It connects to the heart. Music in advertising and in film influences you and informs you emotionally.”
amp 101 Great Minds interview with David Droga, Founder, Creative Chairman at Droga 5.
“Music is one of the most influential parts of a brand.“
“Music is one of the most influential parts of a brand.“
amp 101 Great Minds interview with Washington Olivetto, Chairman of WMcCann Brazil and Chief Creative Officer of McCann Worldgroup for Latin America and Caribbean.
”If a picture is worth a thousand words, a song is worth a thousand pictures.”
”If a picture is worth a thousand words, a song is worth a thousand pictures.”
amp 101 Great Minds interview with Ferdinando Verderi, Founding Partner & Creative Director at Johannes Leonardo.
“From being a soundtrack, music is now becoming a medium in itself, arguably the most powerful way into the audience’s world.”
“From being a soundtrack, music is now becoming a medium in itself, arguably the most powerful way into the audience’s world.”
amp 101 Great Minds interview with Jim Prior, Global CEO at Superunion
“There is a great difference between what people think is most important and what they actually do, and music is a part of that.”
“There is a great difference between what people think is most important and what they actually do, and music is a part of that.”
amp 101 Great Minds interview with Andy Payne, Global Chief Creative Officer, Interbrand.
“Music is possibly one of the most underused and yet most powerful forces at our disposal.”
“Music is possibly one of the most underused and yet most powerful forces at our disposal.”
amp 101 Great Minds interview with Dirk Schönberger, Creative Director at Adidas Sport Style Division.
“If you think about what audio can trigger in people, I think music will always be at the forefront of creating emotions, and connecting people to a certain emotion.”
“If you think about what audio can trigger in people, I think music will always be at the forefront of creating emotions, and connecting people to a certain emotion.”
amp 101 Great Minds interview with David Lubars, Chairman & Chief Creative Officer at BBDO Worldwide.
“Music is outrageously important. It‘s the most visceral of the art forms. It‘s one hundred percent feel. Great brands communicate through music.“
“Music is outrageously important. It‘s the most visceral of the art forms. It‘s one hundred percent feel. Great brands communicate through music.“
amp 101 Great Minds interview with Paul Bennett, Global Brand Director at AXA Group.
“If you think about sound, it can be a way that differentiates your brand from others if you get it right over time.”
“If you think about sound, it can be a way that differentiates your brand from others if you get it right over time.”
amp 101 Great Minds interview with Peter Knapp, Chief Creative Officer at Landor Associates.
“It’s about choosing the right time to create the right influence.”
“It’s about choosing the right time to create the right influence.”
amp 101 Great Minds interview with Michael Shostak, Senior Vice President Marketing & CMO at Economical Insurance.
“Why wouldn’t you invest in music in advertising as an extra layer to elevate your story?”
“Why wouldn’t you invest in music in advertising as an extra layer to elevate your story?”
amp 101 Great Minds interview with Sonal Debral, Chairman, Chief Creative Officer, DDB Mudra Group.
“Music is no longer merely punctuating the brand’s storyline. In more and more cases, it is becoming the story itself.”
“Music is no longer merely punctuating the brand’s storyline. In more and more cases, it is becoming the story itself.”
amp 101 Great Minds interview with Manuela Liebertz, Strategic Brand Manager, MAN Truck & Bus
“Audio is incredibly important, and I believe that in an ideal world, marketers would be as committed to it as they are to the visuals.”
“Audio is incredibly important, and I believe that in an ideal world, marketers would be as committed to it as they are to the visuals.”
amp 101 Great Minds interview with Ann Lewnes, Executive Vice President and Chief Marketing Officer at Adobe
“Our most recognizable asset is our creative. We put our communities at the center of everything that we do.”
“Our most recognizable asset is our creative. We put our communities at the center of everything that we do.”
amp 101 Great Minds interview with Rob Reilly, Global Creative Chairman, McCann Worldgroup.
” Sound is super critical. Music and sound are 50% of why a piece is good.”
” Sound is super critical. Music and sound are 50% of why a piece is good.”
amp 101 Great Minds interview with Nick Law, Global Chief Creative Officer at R/GA.
“Nothing evokes emotions so viscerally as music.”
“Nothing evokes emotions so viscerally as music.”
amp 101 Great Minds interview with James Carnes, Vice President of Global Brand Strategy at Adidas.
“How consumers feel makes 75-90% of their takeaway – and music can have a dramatic influence on how somebody feels.”
“How consumers feel makes 75-90% of their takeaway – and music can have a dramatic influence on how somebody feels.”
amp 101 Great Minds interview with Leo Premutico,Co-Founder, CCO at Johannes Leonardo.
“Music needs freedom. It needs room to be what it needs to be. I think what marks music as “Bond music” is the first moment you experience it and all those visual associations that come with it.”
“Music needs freedom. It needs room to be what it needs to be. I think what marks music as “Bond music” is the first moment you experience it and all those visual associations that come with it.”
amp 101 Great Minds interview with Alexander Ewig, Managing Director Marketing at MediaMarktSaturn.
“Well, actually we’ve won awards for the sound design around our work. The “Life Changing Places” campaign was perhaps the first piece where we spent so much time on sound design.”
“Well, actually we’ve won awards for the sound design around our work. The “Life Changing Places” campaign was perhaps the first piece where we spent so much time on sound design.”
amp 101 Great Minds interview with Achill Prakash, FMR. Head of Marketing & Brand Communications at Swisscom.
“I believe that not being the loudest is a very powerful tool to stand out.”
“I believe that not being the loudest is a very powerful tool to stand out.”
amp 101 Great Minds interview with Ellie Norman, Director of Marketing and Communications at Formula 1.
“We are still in the early days of our branding journey because the focus up to today has predominantly been on the visual side. Now it`s more about the energy the brand has and how we translate that into sound.”
“We are still in the early days of our branding journey because the focus up to today has predominantly been on the visual side. Now it`s more about the energy the brand has and how we translate that into sound.”
amp 101 Great Minds interview with Michael Lüttgen, Managing Director International at Kaufland.
” The quality and the correct implementation of music is as important as all the other parts in branding.”
” The quality and the correct implementation of music is as important as all the other parts in branding.”
amp 101 Great Minds interview with Christian Birck, Chief Customer Officer at LafargeHolcim.
“Because we are so visually driven, we don`t know where to look anymore. Due to that, sound is the next frontier that people will have to understand.”
“Because we are so visually driven, we don`t know where to look anymore. Due to that, sound is the next frontier that people will have to understand.”
amp 101 Great Minds interview with Jeff Goodby Founder, Chairman, Partner, Goodby, Silverstein & Partners.
“As Beethoven said, music enters our brains through an entirely different door. It gets our attention immediately and, if used properly, can say things that words would find impossible.”
“As Beethoven said, music enters our brains through an entirely different door. It gets our attention immediately and, if used properly, can say things that words would find impossible.”
amp 101 Great Minds interview with Stéphane Xiberras, President, Creative Director, BETC Paris.
”Music is a universal language. It‘s the only language that everybody can understand.”
”Music is a universal language. It‘s the only language that everybody can understand.”
amp 101 Great Minds interview with Arne Brekenfeld, Global CEO at MetaDesign.
“The market is well educated in the visual territory and most brands are pretty advanced in creating a distinguished and well managed brand design system. Sound, for many years, was totally underestimated.”
“The market is well educated in the visual territory and most brands are pretty advanced in creating a distinguished and well managed brand design system. Sound, for many years, was totally underestimated.”
amp 101 Great Minds interview with Felix Glauner, fmr. Chief Creative Officer, Havas Worldwide Germany.
“You need to understand the brand essence first, and then translate it into sound.”
“You need to understand the brand essence first, and then translate it into sound.”
amp 101 Great Minds interview with Nanne Bos, Global Lead Brand Management at ING.
“Over the past decade our brand has become a digital, mostly mobile experience. Sound in that context is crucial for use to establish an emotional bond with our customers.”
“Over the past decade our brand has become a digital, mostly mobile experience. Sound in that context is crucial for use to establish an emotional bond with our customers.”
amp 101 Great Minds interview with John O`Keeffe, Worldwide Creative Director at WPP.
“The online space is so cluttered and ugly. The obvious goal is to create something so beautiful or arresting that people will seek it out and give it space. Music is a critical tool in that endeavor.”
“The online space is so cluttered and ugly. The obvious goal is to create something so beautiful or arresting that people will seek it out and give it space. Music is a critical tool in that endeavor.”
amp 101 Great Minds interview with Mark Tutssel, Chief Creative Officer at Leo Burnett Worldwide.
“Music has the ability to change feeling. Because it is feeling.”
“Music has the ability to change feeling. Because it is feeling.”
amp 101 Great Minds interview with Katia Bassi, Chief Marketing & Communication Officer at Lamborghini.
“I believe that music is very much connected to a brand that is close to your heart, and the experiences you had with the brand.”
“I believe that music is very much connected to a brand that is close to your heart, and the experiences you had with the brand.”
amp 101 Great Minds interview with Jon Kamen Founder, Chief Executive Officer and Chairman at RadicalMedia
“The ability of music to trigger memories and associations is a very powerful device.”
“The ability of music to trigger memories and associations is a very powerful device.”
amp 101 Great Minds interview with Mike Fuhrmann, Chief Marketing, Customer & Communications Officer at Generali.
“If a company’s sound strategy ends at a sound logo, a huge potential is being neglected. Brands must send the right signals – and the same signals – everywhere and always. This means paying close attention to a number of parameters such as continuity, consistency, fit and monitoring.”
“If a company’s sound strategy ends at a sound logo, a huge potential is being neglected. Brands must send the right signals – and the same signals – everywhere and always. This means paying close attention to a number of parameters such as continuity, consistency, fit and monitoring.”
amp 101 Great Minds interview with Chuck Porter, Founder and Chairman at Crispin, Porter + Bogusky.
“One great song can make a movie. When you pay more attention to the music, you end up with better work.”
“One great song can make a movie. When you pay more attention to the music, you end up with better work.”
amp 101 Great Minds interview with Tim Alexander, Chief Marketing Officer, Private & Commercial Bank at Deutsche Bank.
“We need to start thinking about sound as a necessary part of the whole experience.”
“We need to start thinking about sound as a necessary part of the whole experience.”
amp 101 Great Minds interview with Filippo Bonsanti, VP Global Marketing at Indeed.
“In recent years audio has become the soundtrack of our lives: a barometer of our moods and the mirror of our personalities.”
“In recent years audio has become the soundtrack of our lives: a barometer of our moods and the mirror of our personalities.”
amp 101 Great Minds interview with Sandra Cameron, Head of Digital Marketing at Opel GmbH.
“Music is a direct way to access emotion.”
“Music is a direct way to access emotion.”
amp 101 Great Minds interview with Dr. Bernd Schmaul, CEO at Coup
“Soundbranding crowns the brand positioning and injects emotions you cannot visualize.”
“Soundbranding crowns the brand positioning and injects emotions you cannot visualize.”
amp 101 Great Minds interview with Fabian Frese, Chief Creative Officer at Kolle Rebbe.
“We would be able to make use of sound-alikes, but I`m starting to sweat by even thinking about them because they are always so far below the original.”
“We would be able to make use of sound-alikes, but I`m starting to sweat by even thinking about them because they are always so far below the original.”
amp 101 Great Minds interview with Helmut Huber, Chief Marketing Officer at Check24
“The attention that a piece of music generates is a real return on investment.”
“The attention that a piece of music generates is a real return on investment.”
amp 101 Great Minds interview with Janna Reddig, Global Director of Integrated Marketing Communications at Beam Suntory.
“These brands live in really fun places – music is usually playing, ambient noise or maybe it’s a quiet dim light cocktail bar… and then we write a TV script. It’s bonkers. Music and cocktails go together.”
“These brands live in really fun places – music is usually playing, ambient noise or maybe it’s a quiet dim light cocktail bar… and then we write a TV script. It’s bonkers. Music and cocktails go together.”
amp 101 Great Minds interview with Tiana Conley, VP Global Cereal at Kellogg’s
“If I think about the role of sound in branding, I believe it’s largely under-utilized. Sound is important because it appeals both to the heart and the mind. And in marketing, you’re trying to appeal to the hearts and minds of consumers.”
“If I think about the role of sound in branding, I believe it’s largely under-utilized. Sound is important because it appeals both to the heart and the mind. And in marketing, you’re trying to appeal to the hearts and minds of consumers.”
amp 101 Great Minds interview with Silvia Calligher, Director of Global PR, Social Media & Trend Marketing at Adidas Originals.
“When you look at how easily accessible music is today, selecting the music that is relevant becomes the real challenge.”
“When you look at how easily accessible music is today, selecting the music that is relevant becomes the real challenge.”
amp 101 Great Minds interview with Gregor Gründgens, Director Brand Marketing at Vodafone Germany.
“For us, the beauty is in the fact that the artists we work with are authentic. We pick the ones that fit best to the strategy and to the message we want to send.”
“For us, the beauty is in the fact that the artists we work with are authentic. We pick the ones that fit best to the strategy and to the message we want to send.”
amp 101 Great Minds interview with Alexander Schlaubitz, FMR. Chief Marketing Officer, Lufthansa.
“Well, actually we’ve won awards for the sound design around our work. The “Life Changing Places” campaign was perhaps the first piece where we spent so much time on sound design.”
“Well, actually we’ve won awards for the sound design around our work. The “Life Changing Places” campaign was perhaps the first piece where we spent so much time on sound design.”
amp 101 Great Minds interview with Alicia Tillman, Global CMO at SAP.
“Music is at the center of everything. It doesn’t matter how old you are or what you do, you will always connect music with emotions and memories.”
“Music is at the center of everything. It doesn’t matter how old you are or what you do, you will always connect music with emotions and memories.”
amp 101 Great Minds interview with Mike Aaron, Director of Production at Mother.
”Music can play the role of a multiplier, relative to an image.”
”Music can play the role of a multiplier, relative to an image.”