Tag: AMP

New York – Docusign, a software company managing electronic agreements, has rebranded with a new sonic identity, reflecting its position as a leader in electronic signature technology.

Going beyond brand visuals, Docusign’s new sonic identity aims to contribute to building trust and engaging its customers while making an impact. Through a recognizable audio, Docusign is boosting its presence in the competitive market.

To create the sonic identity, Docusign teamed up with brand sounding agency amp, which invented a sonic DNA mirroring Docusign’s personality. It aimed to capture how the company is professional, trustworthy, and lively through an upbeat and optimistic sound. 

Alongside the launch of a new sound is a refreshed brand image, creating a multisensorial identity that complements how it manages agreements.

The launch marks Docusign as the first brand in its sector to use sonic DNA, reinforcing its leadership in the intelligent agreement management category in the industry.

“Our redesign marks an exciting new chapter for Docusign, one that reflects our evolution as a leader in trusted agreements. The modernisation of our brand identity with the key addition of a sonic brand truly mirrors and supports our renewed focus on helping businesses move forward, faster, and smarter,” Carla Weiss, vice president of brand at Docusign, said.

“The creative idea behind the Docusign sonic logo is rooted in the concept of resonance, a phenomenon where two closely matched frequencies amplify each other: the Docusign vision of how the world comes together and agrees,” Jason S. Thompson, creative director at amp, commented.

Singapore – amp, the global sonic branding agency within the Landor group, has appointed Reiner Erlings as managing director for APAC and the Middle East, a strategic move to expand the agency’s footprint and drive innovative sonic branding solutions across these high-growth markets. 

Erlings’ leadership and expertise will empower amp to leverage the rapid digital transformation in the Asia-Pacific market, where demand for impactful and memorable brand experiences is on the rise.

With over 18 years of experience in the Middle East, Erlings is a recognized expert in sonic branding and composition. Known for crafting memorable sonic identities, his work spans sectors from airlines and government to banking and entertainment. His deep knowledge of regional music trends and sonic strategy brings a unique perspective that connects with local audiences while meeting global standards.

Erlings brings with him over 18 years of experience in the Middle East. He is renowned for his expertise in sonic branding and composition. As a specialist in creating memorable sonic identities, his contributions to brand identity are recognized across sectors, from national airlines to government, to banks and entertainment. His deep understanding of regional music trends and sonic strategy offers a unique perspective that resonates with local audiences while aligning with global standards.

“We are thrilled to have Reiner onboard as we continue our sonic efforts together in the APAC and the Middle East. Reiner’s deep experience and visionary approach to sonic branding are unparalleled, especially in markets where culture and tradition are integral to brand identity,” said Michele Arnese, founder and global CEO of amp. 

“His understanding of regional nuances, combined with our global sonic expertise, will deliver transformative brand experiences for our clients in the Middle East and APAC,” Arnese added. 

Meanwhile, Lulu Raghavan, president of APAC at Landor, commented, “As it gets more and more difficult to stand out in any category, brands will increasingly turn to multisensorial branding as a key differentiator to build strong brand identities. I’m very excited that our clients in APAC can now access world class sonic branding solutions through the expertise of Reiner and his talented team at amp.”

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.”

Australia – Financial services company AMP has partnered with strategic marketing and communications agency Bastion, to launch its new investment-focused advertising campaign that recognizes the importance of investing for all Australians.

AMP is a wealth management company with a growing retail banking business and investment management business. It provides retail clients with financial advice and superannuation, and retirement income, as well as banking, and investment products.

Titled ‘For the investor in all of us’, the campaign film highlights AMP’s focus on a diverse and broader customer base while reaffirming its 172-year heritage of supporting Australians. The key objective of the communications is to remind consumers of who AMP is and what it offers.

https://www.youtube.com/watch?v=_YEZ1Uq-iJ8

The company said that the creative and media strategy involves communicating the brand message to drive mass awareness of AMP’s new investment position, and beginning in October 2021, it will also be introducing product messaging to showcase the proof of products and services behind the new positioning.

Ben Lyttle, AMP’s chief strategy officer, noted this new brand position reflects an important truth about AMP, their products, and Australians.

“When we played it back to consumers, we saw a significant shift in how they perceived themselves, their money, and AMP. A shift that made them feel better about themselves and about the role of AMP in Australia. It made them think differently about their financial decisions too. It led to the idea to acknowledge the investor in all of us. It’s a simple reframing but a powerful demonstration that everything we do is an investment for a better tomorrow,” said Lyttle.

Meanwhile, Kath O’Shea, the client services director at Bastion, commented, “We couldn’t be prouder to have worked with the exceptional team at AMP to bring this new campaign to life, and the inclusive focus is something that particularly resonated with our team.”

The new campaign is available in mass reach channels such as TV, online video, and large and small format outdoor, as well as radio, and social.