Sound on! Reiner Erlings on leading amp’s sonic branding in the Middle East & APAC
amp, a global leader in sonic branding and part of the Landor Group, specializes in creating immersive, data-driven sonic identities for some of the world’s most iconic brands. Known for its patented Sonic DNA process and AI-powered Sonic Space platform, amp helps brands connect with audiences on a deeper level through authentic, culturally resonant, and innovative soundscapes. With a proven track record of collaborations with global giants like Mastercard and Mercedes-Benz, amp is redefining brand identity in today’s multi-sensory, digital-first world.
To lead its expansion into the Middle East and APAC regions, amp has recently appointed Reiner Erlings as Managing Director. A seasoned expert with over 18 years of experience in sonic branding and composition, Erlings has shaped the sound of brands such as Emirates NBD, Saudia, Saudi National Bank, and Shahid. His unique approach combines creativity, cultural insight, and cutting-edge technology, making him an ideal leader to drive amp’s growth and innovation in these culturally diverse markets.
In our Adgully ME Ag Talk series, we have Reiner Erlings, Managing Director, Middle East & APAC at amp, part of Landor group, who shares about his new role, his vision for sonic branding, and how he plans to amplify amp’s presence in the Middle East and APAC.
Congratulations on your new role! What excites you the most about leading amp Middle East & APAC during this dynamic phase of growth?
Thank you! I’m thrilled to lead during such an exciting time for amp in the Middle East and APAC regions, representing our founder and CEO Michele Arnese’s unique vision of sonic branding. The dynamic nature of these markets, rich with diverse cultural tapestries, offers a unique opportunity to help brands express themselves sonically. I’m particularly excited about crafting culturally resonant, authentic, and effective sonic identities that not only embody global brands but also resonate deeply with local audiences.
With a rich background in sonic branding, how do you plan to bring your expertise to amplify amp’s presence and innovation in these regions?
My experience has highlighted the importance of marrying creativity with cultural insight. I plan to leverage my 18 years of experience in the region to build enduring partnerships, delivering world-class, authentic sonic solutions that stand the test of time and reflect regional culture. At amp, we operate at the intersection of science and creativity. By utilizing our AI-powered Sonic Hub, we push the boundaries of sonic branding, offering cutting-edge yet authentic solutions. We also collaborate with emerging local artists, ensuring our work remains culturally attuned and innovative.
Sonic branding has become a critical aspect of brand identity. In your opinion, what makes it more relevant than ever in today’s digital and experiential landscape?
In today’s visually saturated digital age, sound offers a powerful way to cut through the noise and create emotional connections. Sonic branding is more relevant than ever as it taps into music’s universal language, engaging audiences subconsciously. It serves as the invisible thread that ties together diverse brand expressions, enhancing recall and deepening engagement as brands seek to create holistic, multi-sensory experiences.
Amp has worked with iconic brands like Mastercard and Mercedes-Benz. How do you approach creating a sonic identity that resonates globally while catering to regional nuances?
Our approach begins with our patented Sonic DNA® process, ensuring flexibility and consistency across touchpoints. By understanding a brand’s core values and strategic goals, we develop a sonic strategy that embodies its essence, supported by insights from our in-house Research and Insights team. For Mastercard, for example, we crafted sonic assets in diverse styles - Western pop, African adaptations, Indian, Arabic, and Japanese versions, all rooted in the same Sonic DNA®. This allows for consistency while adapting to local tastes and styles. Collaboration with local musicians and leveraging cultural insights help us create identities that resonate regionally while maintaining global coherence.
How does amp’s AI-powered Sonic Space differentiate it from competitors, and what opportunities does it unlock for brands in the Middle East and APAC?
Our Sonic Space platform enables the creation of fully ownable, 100% copyright-safe music and voice content by integrating a brand's unique Sonic DNA into all audio output, ensuring on-brand and legally compliant assets. The platform's intelligent search and editing tools facilitate efficient scaling and adaptation and serve as a one-stop shop for audio-to-video creation. By incorporating AI voices and music production within a single tool, Sonic Space streamlines workflows and reduces costs, allowing for rapid multilingual content production. This is ideal for clients across the Middle East and APAC who often need to create content for multiple markets and languages.
This approach enhances brand differentiation by replacing generic stock music with custom-branded audio across bespoke musical styles, including regional Arabic and Asian instrumentation and genres, helping brands stand out in competitive digital spaces. Additionally, brands will save significant costs on music licensing and production, as well as time.
WPP’s acquisition of amp marks a significant milestone. How will the Middle East and APAC markets specifically benefit from the synergies created by WPP’s expanded branding ecosystem?
Sonic branding is now recognised as a must-have, a vital part of brand expression, and its integration into WPP’s ecosystem offers incredible synergies. In these regions, this means access to cutting-edge resources and insights, enabling more impactful and culturally resonant solutions. Collaboration across WPP agencies allows us to deliver comprehensive strategies tailored to the Middle East and APAC markets.
The Middle East and APAC markets are incredibly diverse. How will amp tailor its sonic branding strategies to meet the unique needs and preferences of these regions?
Our strategy involves a deep dive into the cultural, musical, and consumer landscapes of each region. Our team of expert sonic strategists and regional artists ensures authentic solutions that resonate locally. Utilizing Sonic Hub AI tools, we test and refine assets to align with regional preferences while maintaining global consistency. This approach allows us to craft identities that are both globally coherent and locally relevant.
This region has millennia of musical history and a very diverse musical landscape, and knowing there is so much to learn from when it comes to music is something that keeps us grounded and motivated
Can you share insights into any upcoming projects or campaigns in these regions that exemplify amp’s vision for the future of branding?
While I can't share specific details about upcoming projects, our collaboration with Saudia Airlines showcases amp's forward-thinking approach to branding. We've crafted an extensive sonic identity for Saudia, incorporating their Sonic DNA into more than 25 distinct sonic assets covering multiple touch-points across the entire consumer journey. These assets span from traditional Saudi arrangements to cutting-edge UX/UI sounds and tailored compositions for their airport lounges. The scale of this project represents a first in the global airline industry.
By harmonizing tradition with innovation, we ensure that each asset reflects Saudia's rich heritage while engaging modern audiences. Our work with Saudia illustrates how brands in the Middle East and APAC can utilize sonic branding to boost recognition, deepen cultural ties, and carve out a unique market position.
As technology like AI and AR continues to evolve, how do you see the role of sonic branding changing in the next five years?
Sonic branding will become increasingly integral to creating immersive brand experiences as AI and AR technologies evolve. Sound will play a crucial role in enhancing virtual and augmented realities, providing context and emotional depth to digital interactions.
A vital component of this will be maintaining the “human touch and connection” through sound and music in an otherwise fully virtual world. Brands will need to develop flexible and adaptive sonic identities that can seamlessly integrate into these new environments, ensuring they remain relevant and engaging in a rapidly changing landscape.
For us, this step involves the creation of the Sonic DNA®, which remains a part-human, part-science-based endeavor that cannot be replaced by AI.
