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WPP PLC on Thursday said it has bought sonic branding agency amp, expanding its generative AI and brand experience design offering. The London-based advertising and communications company did not disclose the amount paid for amp. Founded in 2009, amp is based in the US, Europe and Asia, with main office hubs in Germany and the US. The company’s expertise in music and sound is based on its Sonic DNA design approach, WPP said, which is elevated by its AI toolset Sonic Hub. Sonic Hub allows amp to analyse, create and manage sonic assets, delivering these by harnessing the potential of generative AI. ‘amp’s expertise will strengthen WPP’s offer in experiential branding and its ability to create high-quality, differentiated, and ownable sound experiences for clients,’ said WPP. WPP added that amp will join its brand and design consultancy, Landor & Fitch. Chief Executive Officer 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.’ Shares in WPP were flat at 954.20 pence each in London on Thursday around midday. Copyright 2023 Alliance News Ltd. All Rights Reserved.
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