WPP’s Landor & Fitch acquires sonic branding agency: amp, expanding its AI-powered brand experience design offer

Landor & Fitch, the world’s largest global specialist brand and design agency, today announces the acquisition of amp: one of the world’s leading sonic branding companies, famous for creating award-winning sonic identities for some of the world’s most influential brands, including Mastercard, Mercedes-Benz, Kraft Heinz and Deloitte.

As technology continues to accelerate opportunities for brands to deliver multi-sensorial experiences, sound should be a vital, ownable and differentiated brand asset. amp’s work is testament to what’s possible in sonic branding.

amp’s approach is rooted in strategic branding rigour and a deep expertise in music and sound. The company’s Sonic DNA® design approach helps brands connect their audio expression to their brand values and equities. Supported by Sonic Hub® – their proprietary AI toolset – amp helps clients analyse, create and manage sonic assets, delivering these at scale by harnessing the power of generative AI. This innovative approach ensures that a brand’s audio content is distinct and ownable, but also appropriately tailored to different audiences and markets; delivering a seamless experience across all consumer touchpoints.

Founded in 2009 by Michele Arnese, amp is based in the US, Europe and Asia, with main office hubs in Germany and the US.

Jane Geraghty, Global CEO of Landor & Fitch, said: “I’m delighted to welcome amp into the fold. We believe that differentiated and ownable sound is the next great branding frontier. 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 design 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.”

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.”

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.”