WPP Acquires Sonic Branding Agency amp – Will Join Landor & Fitch

The move expands L&F’s AI-powered brand experience design offer.

WPP has acquired amp: a sonic branding company known for creating award-winning sonic identities for some of the world’s most influential brands, including Mastercard, Mercedes-Benz, Kraft Heinz, and Deloitte.

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

WPP said that amp will join 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.”


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, Landor & Fitch said regarding the benefits of the acquisition.

“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,” said Jane Geraghty, Global CEO of Landor & Fitch.

Mark Read, CEO, WPP, added: “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.”

amp’s approach is rooted in strategic branding rigor and a deep expertise in music and sound, said Landor & Fitch, adding that 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.

“With the rise of streaming, podcasting and short-form media, audio has become a critical component of the marketing mix.”

“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,” said Michele Arnese, Global CEO of amp.

“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.”

The Staff

The Staff

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