WPP Buys 'Sonic Branding' Agency amp

WPP has acquired 'sonic branding' agency amp, which employs a 'Sonic DNA' design approach and 'Sonic Hub' creative platform to analyse, create and manage clients' music and sound assets. Terms of the deal were not disclosed.

Founded in 2009 by Michele Arnese (pictured) and with locations in Munich, New York and Singapore, amp delivers analytics to create 'sonic identities' that amplify a brand's essence, and strengthen its connection to target audiences at every touchpoint. The firm's teams bring together musicians, sound engineers, research scientists, technology execs, and brand strategists across various projects and platforms - from consulting and sonic brand communications to customer experiences and sonic products.

WPP says the deal expands its own AI and brand experience design services, strengthening its offer in experiential branding and its ability to create sound experiences for clients. According to the marcoms giant, the acquisition comes as sound continues to grow as an essential branding element, with research conducted by PHMG showing that 75% of GenZ consumers say that music helps them feel more connected to brands.

As part of the deal, amp's team of 60 will join WPP brand and design consultancy Landor & Fitch, adding to the latter's focus on delivering immersive brand identities to transform customer and employee experiences. WPP CEO Mark Read comments: 'With the rise of streaming, podcasting and short-form media, audio has become a critical component of the marketing mix. The acquisition of amp enhances our offer to clients, helping them create immersive experiences that engage consumers on a deeper level and drive their competitive advantage'.

Web sites: www.wpp.com , www.ampsoundbranding.com and www.landorandfitch.com .