WPP Acquires Sonic Branding Agency Amp to Strengthen Landor & Fitch

The agency has worked with Mastercard, Mercedes-Benz, Kraft Heinz, Deloitte, Shell and General Motors

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To strengthen its experiential branding offer, WPP has acquired sonic branding business Amp, which will join its design consultancy Landor & Fitch.

The acquisition of the agency, founded in 2009, will see its 60 people from across the U.S., Europe and Asia join the agency network, having created identities for brands such as Mastercard, Mercedes-Benz, Kraft Heinz, Deloitte, Shell and General Motors.

Led by global chief executive (CEO) and founder Michele Arnese, Amp’s offer includes an AI-powered platform called Sonic Hub, which allows the business to analyze, create and manage sonic assets for clients to ensure a brand’s audio content is consistent even when tailored to engage diverse audiences.

Arnese explained that by joining Landor & Fitch, the business would be given the opportunity to scale its Sonic design framework and Sonic Hub to reach “a broader brand identity context.”




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