WPP buys sonic branding company amp

Advertising giant WPP said on Thursday that it has bought sonic branding company amp for an undisclosed sum.

WPP said amp's expertise will strengthen its 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 brands," WPP said.

Amp will join the company’s brand and design consultancy, Landor & Fitch.

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, WPP said.

Chief executive Mark Read 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."