Landor’s Gabriel Miller, with Amp’s Michele Arnese, argues that the future of marketing will embrace all 5 senses. Here, they explore how agencies (including their own) are preparing for that future.

Generative AI tools, an established name and rising client demand behind acquisition, explain agency bosses. Sonic branding has become an increasingly noisy prospect for marketers in recent years. But for many brands, it’s a peripheral channel. And when economic circumstances push marketers towards budgetary caution, experimental work tends to get culled.

Does audio branding have a lasting impact on consumers’ perception of a brand? For The Drum’s Audio Deep Dive, we take a look at the research and find out how food brand Heck went about developing a sonic identity that will feature in its marketing for the next 20 years.