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.

As the marketing community gears up for 2024, global advertising and PR conglomerate WPP asked ten industry thought leaders to reveal key trends that are expected to shape the landscape. Among those is a very good outlook for AM/FM and digital audio.

The use of licensed music in ads has traditionally been big business. For example, Microsoft paid the Rolling Stones a staggering $3m to use their hit Start Me Up for the Windows launch in August of 1995. When targeting Gen Z, does this conventional approach work? How can brands capture the attention of the TikTok- and trend-obsessed younger generation? 

In the latest episode of the "Le Son Dopamine" podcast, I had the privilege of chatting with Al Miseri, Head of Creative Production at amp Sound Branding, a leading sound design agency. Al shared insightful expertise on the evolution of sound creation, shedding light on the pivotal role played by amp Sound Branding in crafting powerful sonic identities.

So, how can brands avoid the crushing blow of a block while continuing to sell to consumers on short-form video platforms? This generation is aware that brands use celebrities and artists to garner attention through popularity. This lack of authenticity tends to fall flat with Gen Z. This can be seen in a recent study run by the team here at amp.

2023’s Music+Sound Awards Best Artist + Brand Collaboration was won by top Munich sonic branding agency, amp, for their work on the Mastercard x Domino Saints collab.

Gen Z is a demographic that grew up on the internet. From the kids born in the late 1990s who built followings across Twitter and YouTube, to the teens that survived the COVID-19 lockdown by binge-watching TikTok, this generation has been at the heart of emerging online trends and has the biggest voices on these platforms.

In today’s highly competitive market, luxury fashion brands often seek innovative ways to enhance their brand image and captivate their target audience. One popular method is by association with an artist, either by licensing their music or recruiting them as a brand spokesperson.

A recent study by sonic branding agency Amp has shed light on Gen Z’s ability to recognize brands through specific sounds.

Gen Z has a unique preference for brands in comparison to previous generations. Their eyes and ears are not drawn by brand image or snappy jingles, but rather by relevant and consistent brands involved in their everyday lives.

Some Gen Zers can name a brand based on sound alone, according to a new report from sonic branding agency amp. The agency’s research and insights team analyzed the sonic branding work of 72 companies that Morning Consult previously found were most popular among Gen Z to see if sound might be making an impact on consumers of that generation.

amp, agenzia specializzata in sound branding recentemente entrata a far parte di Wpp, ha pub-blicato una nuova edizione del proprio magazine dedicata all’approfondimento della Gen Z e alsuo rapporto con l’audio e i brand.

A product of the digital age, Gen Z, individuals born between the years of 1997 and 2012, has caught the attention of marketers spanning all sectors in the Ad World. amp’s Research & Insights team set out to survey the generational landscape and determine sonic gaps, sonic solutions, and better brand approaches to target and connect with younger consumers through sound.

Transform magazine is delighted to announce the winners of the Transform Awards North America 2023. Still the only awards program to celebrate the transformative power of rebranding and brand development on the continent

As brands continue to go viral on TikTok owing to their clever use of original music, the role of sound in campaigns is becoming less of an afterthought and more strategically significant for standing out in a crowded digital landscape.

It's widely recognised that we are bombarded with fast-paced imagery in the modern world, whether it's social media videos, or digital billboards in city spaces. But there has been a similar explosion in sound, says advertising entrepreneur Michele Arnese. He thinks brands can only compete with the help of artificial intelligence (AI).

Sonic branding has seen incredible growth as a sector over the last five years, building from an incredibly niche field to a widely celebrated and recognized industry. The majority of the world’s top international brands rely on well-thought-out sound to both communicate and sell their products to consumers.

Transform magazine is proud to announce its award programme is set to celebrate the transformative power of rebranding and brand development in the continent of North America for a ninth consecutive year.

Providing better service, inflight snacks, and comfortable seating are all becoming standard across the aviation practice. How does an airline brand become conflated with travel? We believe the opportunity for this lies on the shoulders of holistic sonic branding.

Roastbrief delves deep into the world of sonic branding with an insightful interview featuring Michele Arnese, the visionary Founder and Global CEO of amp.