WPP (NYSE: WPP) today announces the acquisition of amp, one of
the world’s leading sonic branding companies.
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. The acquisition comes as
sound continues to grow as a vital branding element, with 75% of
GenZ consumers saying that music helps them to feel more connected
to brands1.
amp will join WPP brand and design consultancy, Landor &
Fitch, adding to the agency’s expertise in delivering immersive
brand identities that transform customer and employee experiences
and set brands apart in a competitive marketplace.
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.
amp’s strategic rigour and deep expertise in music and sound is
based on its Sonic DNA® design approach. This unique creative
platform is elevated by Sonic Hub® – its AI toolset – allowing it
to analyse, create and manage sonic assets, delivering these at
scale by harnessing the potential of generative AI. This innovative
approach ensures that a brand’s audio content is consistent yet
tailored to diverse audiences, delivering a seamless experience
across all consumer touchpoints.
Mark Read, CEO, 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.”
Jane Geraghty, Global CEO of 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.”
Michele Arnese, Global CEO of amp, said: “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.”
About WPP WPP is the creative transformation company. We
use the power of creativity to build better futures for our people,
planet, clients and communities. For more information, visit
www.wpp.com.
About amp amp is the world’s leading sonic branding
company. Utilizing its award-winning Sonic DNA®, amp creates
holistic sonic identities for global brands. Leveraging sound,
voice, and music, amp builds authentic connections for brands
across audible touchpoints. With a diverse portfolio of clients,
including Mastercard, Mercedes-Benz, Deloitte, Zurich Insurance,
Uber, Klarna, and Kraft Heinz, amp activates 360º sonic experiences
and assets. From digital advertising to branded content and user
experiences, amp’s Sonic Hub® Ecosystem uses AI-driven audio
testing and voice technologies combined with implementation and
research tools to deliver valuable audience insights and create
sonic experiences for brands. ampsoundbranding.com
About Landor & Fitch We are a leading global
specialist brand and design company, dedicated to creating
transformative brands for ambitious clients. With 1,200 curious
minds across more than 20 countries, our teams connect business
ambition to brand strategy, expressed through expansive,
differentiated design. Using data and analytics, we provide
certainty to brand choices. With design capabilities that span
graphic, digital, motion, sound, verbal, product and physical, we
bring every facet of a brand to life. We help drive brand-led
growth across multiple categories, with clients that include Apple,
Bang & Olufsen, bp, Kellogg’s, LEGO, Microsoft, Nike, Procter
& Gamble, Singtel, S&P Global and WPP, to name a few. We
are here to make a positive difference to our people, our clients
and the world around us. We are proud to be part of WPP, a creative
transformation company dedicated to building better futures.
https://landorandfitch.com/
1 A study by PHMG found that 75% of 18 to 24-year-olds and 62%
of under 45s say music helps them feel more connected to a brand,
compared to just 41% of those 55 and over. Source: PHMG (2019)
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version on businesswire.com: https://www.businesswire.com/news/home/20230419005953/en/
Louise Lacourarie, WPP +44 (0)20 7282 4600 / +44 7741 360931
louise.lacourarie@wpp.com
Kellie Carey, Landor & Fitch
kellie.carey@landorandfitch.com
Chris Bergin, amp – US Contact chrisbergin@ampcontact.com
Farah Syed, amp – EU Contact farahsyed@ampcontact.com
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