WPP has acquired sonic branding company Amp in a bid to strengthen WPP’s offer in experiential branding.
According to the ‘big six’ agency network, the acquisition comes as sound continues to grow as a ‘vital branding element’. Three in four (75%) of Generation Z consumers feel that music helps them to feel more connected to brands.
As part of the buyout, Amp will join WPP brand and design consultancy, Landor & Fitch, adding a global team of more than 60 people who have created identities for brands including Mastercard, Mercedes-Benz, Kraft Heinz, Deloitte, Shell, and General Motors.
Amp’s expertise and strategy in music and sound is reportedly based on its Sonic DNA design approach which analyses, creates and manages sonic assets by using generative AI.
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“With the rise of streaming, podcasting and short-form media, audio has become a critical component of the marketing mix,” WPP CEO Mark Read said. “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.”
Amp global CEO Michele Arnese added: “We are excited to join the WPP family. This industry-first move shows the significance of sound as a must-have brand design and experience component. Integrating more closely with Landor & Fitch, true pioneers in brand design and consulting, will give us the opportunity to scale our award-winning Sonic DNA® design framework and our sonic AI platform Sonic Hub® within a broader brand identity context.
“Our global team of creatives, sonic experts, producers, client leads and researchers will team up with Landor & Fitch and WPP to unleash the power of audio, making brands sound better. We are beyond thrilled to begin this new chapter.”
