Reaching consumers via sound branding: Musikvergneugen at the 2012 Cannes Lions

Joseph Clift

Much of the media focus on the Cannes Lions International Festival of Creativity was on the Lions themselves – just over 1,000 were handed out in 2012 – and the big names on the seminar stage, which ranged from clients and agencies to celebrity speakers such as singer Debbie Harry and former US president Bill Clinton.

But there were also many smaller workshops and masterclasses going on throughout the week at the Palais des Festivals. One of the most interesting of these was an hour-long, in-depth look at sound branding delivered by Walter Werzowa, who currently heads up Los Angeles-based production studio Musikvergneugen – and is perhaps best known as the composer of the Intel "bong", one of the most widely-heard ad jingles of all time.

Why focus on sound branding?