Landor & Fitch’s Amp deal proves WPP sees sonic branding as a sound investment
Generative AI tools, an established name and rising client demand behind acquisition, explain agency bosses.
Avocados from Mexico is one of Amp’s clients. / Amp
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.
Which makes this moment an interesting one for holding company WPP to invest in the sector. The agency group acquired Amp – one of the best-known businesses operating in this space – for branding agency Landor & Fitch.
According to Jane Geraghty, global chief exec of Landor & Fitch, the acquisition is necessary to ensure it doesn’t rue an opportunity cost. “Sonic branding allows us to further explore every facet of a brand to tell a really compelling story and to bring to life a brand’s ownable equities.” – Jane Geraghty, Global CEO, Landor & Fitch
“There is one big problem that all brands are facing right now with exploding digital content. You have advertising content that licenses tracks that sound premium. And then you have tons of digital content sounding like stock music. There’s a disconnect between different touch points. With our AI tools, we can create music that is not generic, that is your own, at scale.” – Michele Arnese, Global CEO, amp sound branding