Germany – British multinational advertising and communications holding company WPP has announced the acquisition of global sonic branding agency amp. Said agency will be now integrated into WPP’s brand and design consultancy Landor & Fitch.
The acquisition adds up to the agency’s expertise in delivering immersive brand identities that transform customer and employee experiences and set brands apart in a competitive marketplace.
amp’s expertise will strengthen WPP’s offer in experiential branding and its ability to create high-quality, differentiated, and ownable sound experiences for clients.
Founded in 2009 by Michele Arnese, amp is based in the US, Europe and Asia, with main office hubs in Germany and the US. Its global team of more than 60 people has created award-winning sonic identities for some of the world’s most influential brands, including Mastercard, Mercedes-Benz, Kraft Heinz, Deloitte, Shell, and General Motors.
Speaking on the acquisition, Arnese said that they are excited to join the WPP family, adding that 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,” he explained.
Meanwhile, Mark Read, CEO at WPP, said, “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.”
Lastly, Jane Geraghty, global CEO at Landor & Fitch, said, “I’m delighted to welcome amp into the fold. The team is truly best-in-class and has effectively defined the rapidly growing sonic branding space with its work on clients like Mastercard and Mercedes-Benz. This acquisition gives us an unparalleled breadth of capability – graphic, digital, motion, physical, product and experiential – and now sonic. It will also help us accelerate our rapidly growing accessible design practice. I’m enormously excited about what we can achieve together.”