Naga DDB Tribal forms collaborative alliance with sonic branding studio Amplitone

Kuala Lumpur, Malaysia – Naga DDB Tribal has announced a collaborative alliance with Amplitone, a Hollywood-trained sonic branding studio founded by Rendra Zawawi and Alvin Wee.

The alliance aims to strengthen the broader Naga Network ecosystem by expanding its capabilities in sonic branding and sound design. The move is intended to support the delivery of integrated, multi-sensory brand experiences that combine strategy, creativity, and audio expertise.

Naga DDB Tribal positions itself as “The Experience Makers,” with a focus on engaging audiences beyond visual elements by incorporating other sensory touchpoints, including sound.

“The Naga Network was built on the belief that collaboration is the future of our industry,” said Kristian Lee, group executive director of Foetus Group. “Clients today seek partners who can bring together diverse expertise to create holistic brand ecosystems. Our alliance with Amplitone ensures our clients are not only seen, but heard and felt.”

Amplitone specialises in sonic branding, working to translate brand identity into distinctive auditory assets such as mnemonic signatures, brand anthems, and immersive soundscapes. The studio develops what it describes as a consistent audio DNA across platforms.

Founded by Zawawi and Wee, Amplitone’s background includes work across Hollywood’s film, television, and gaming industries. The founders have contributed to productions such as American Horror Story, The Last of Us Part II, Encanto, Top Gun, and The Walking Dead. They have also collaborated with composers including Hans Zimmer and Mac Quayle.

“Sound has the power to shape emotion and memory in ways that visuals alone cannot,” said Rendra Zawawi, co-founder of Amplitone. “Through this alliance with Naga DDB Tribal, we’re excited to help brands define their sonic identity — translating their essence into immersive experiences that resonate deeply with audiences.”

The alliance forms part of Naga DDB Tribal’s broader strategy to develop the Naga Network as an integrated ecosystem of specialist partners. The goal is to provide clients with access to diversified capabilities under a single framework.

“Strategic partnerships are central to how we are building the Naga Network,” said Farrah Harith McPherson, chief growth officer of Naga DDB Tribal. “This Collaborative Alliance reflects our commitment to diversification and integration — ensuring we can offer clients a complete brand ecosystem. As The Experience Makers, we understand that meaningful engagement today requires activating all senses. Sonic branding allows us to strengthen brand worlds in a way that is distinctive, emotional and future-ready.”

According to the companies, the collaboration reflects growing demand for brand experiences that extend across multiple platforms and environments, with sound positioned as a complementary component of a broader sensory strategy.