“When you do have the right conversations and collaboration around music from the very beginning, the reapplication opportunities are enormous.”

“The way I see music: If I like it on the first listen, it means that something is wrong…”

“If you’re not tackling the senses, you’re not building the experience. You need to understand it’s a specialist discipline so that you can maximise every single dollar spent.”

“Where words fail, music speaks.”

“Music has the power to create an emotional connection nothing else can achieve.”

“As we become more dependent on voice activation and gesture-based experiences, sonic mnemonics will have a greater role in creating emotional and enduring connections with brands.”

“Sound design that happens through experiences – such as the sound you hear when you pair Bluetooth headsets – these audio cues instruct you and capture your attention in some way. All these things encapsulate the approach brands should be taking with audio.”

“Frameworks are powerful, provided they’re clear and there’s some freedom. Bond is a classic example. Brands that are disciplined with their distinctive audio assets tend to distinguish themselves.”

“As marketers, we must think about our role in diversity and representation. If you’re making a video targeting underrepresented minorities, shouldn’t your video sound like your audience?”

“It would be irresponsible to ignore one of our five senses.”

“When a number of factors line up, like the stars, then they become extremely powerful, and they build on top of each other. Sound is an important part of it.”

“When adding the right kind of music, you can make the food experience memorable.”

“ROI is maximized if we have the right audio assets to begin with: distinctive, helping to convey or remind the brand’s unique benefits, personality and core essence.”

“Music - it’s so emotional. It’s so visceral. Music can touch your soul. And it can transport you to a place that really touches all of your senses.”

“Don’t underestimate sound. It is often more important than many other aspects we spend time looking at. So, if you are not absolutely confident in your decisions, get some assistance.”

“It’s become important to understand the impact of technology on your mood, productivity, and consumption. Sound is an integral part of this.”

“I keep going back to ‘what is your brand, what is your position, and what insights will help you get there?’ An algorithm isn’t going to tell me that, but it will be helpful”.

“Think about your interactions with people the way you think of movie scores; where or whatever the music is, it enhances the dialogue.”

“As the world has become more digitized and brand messages are being consumed while multitasking, brands need a sharper point of view on the role of audio to break through and connect on another level.”

“Music provides a means of breaking through and connecting, whether it’s six-second content or two minutes. People can skip ads, but if they’re engaged from the outset with a great track, they tend to listen.”