WPP: acquires sound identity agency amp

(CercleFinance.com) - The British advertising group WPP announced on Thursday that it had acquired amp, an agency specialising in brand sound identity.


WPP said that the acquisition of amp will enable it to strengthen its expertise in creating high-quality, differentiated audio experiences for its clients.

The company points out that a recent market study conducted by PHMG showed that 75% of young people belonging to "generation Z" (18-24 years old) consider that music allows them to better identify with a brand, compared to only 41% of those under 55 years old.

Founded in 2009 by Michele Arnese, a sound engineer, amp now has offices in the US, Europe and Asia and employs over 60 people.

Its clients include Mastercard, Mercedes-Benz, Kraft Heinz, Deloitte, Shell and General Motors.


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