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

An overview of a Cannes Lions Workshop on sound branding, hosted by Walter Werzowa, best known as the inventor of the Intel "bong".

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

Joseph CliftWarc

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...

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