The recipe for successful brand-led sound integrations

Unlike a sponsorship or partnership, a true brand-media owner audio integration will result in content impossible without the involvement of the advertiser.

How do you tell the difference between audio integration and sponsorship? According to Wade Kingsley, Founder and CEO of The Ideas Business, sponsorship agreements and partnerships are prolific in the audio world, but true integrations are harder to come by. A genuine integration is definable by asking whether the content would exist if the brand was not part of it.

Speaking at the Mumbrella Audioland conference (Sydney, May 2019), Kingsley said: “Have a think about that for a second. If the brand was not there, you would not hear it. And that is integration. That is the test you can...

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