WPP acquires amp sound branding

The global sonic branding agency, which was purchased for an undisclosed fee, is set to join WPP’s global brand consultancy Landor & Fitch.

Citing the field of differentiated and ownable sound as the next great branding frontier, Landor & Fitch has upped the ante in its recognition of the importance of audio branding.

amp, which has offices in Germany, the US and Singapore, has been a leader in audio design since its inception in 2009. Since then, it has patented its ‘Sonic DNA’ which helps the agency to create audible, recognisable and memorable brand identities.

Mark Read, CEO at WPP, says, “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.”

Jane Geraghty, Landor & Fitch’s group global CEO, adds, “I’m delighted to welcome amp sound branding to the Landor & Fitch family. As technology continues to accelerate opportunities to deliver multi-sensorial brand experiences, sound should be a vital, ownable and differentiated brand asset.

“amp’s work is testament to what’s possible. This team, led by the amazing Michele Arnese, is truly best-in-class and has effectively defined the rapidly growing sonic branding space. This acquisition gives us an unparalleled breadth of design capability. I’m so excited about what we can achieve together.”