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Music & sound

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What we know about using music in advertising

Article • WARC Best Practice, December 2018

Provides marketers with information and guidance about the most effective approaches to using music in advertising.

How to choose the right music for your brand

Article • David Meerman Scott, WARC Best Practice, August 2017

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.

Nescafé 3in1: University Pride

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2019

Coffee brand Nescafé used TV, digital, outdoor and on-pack design to promote its single-serve Nescafé 3-in-1, following currency devaluation in Egypt.

Why an audio logo is essential for your brand

Article • Brooke Hemphill, Event Reports, Mumbrella Audioland, May 2019

Best practice advice for brands looking to create an audio logo to ensure relevance with consumers in non-visual contexts.

Any audio logo is better than none

News • 17 June 2019

Most brands still don’t have audio guidelines, but the media landscape is changing and soon any audio logo will be better than none, an industry figure has claimed.

Budweiser: Tagwords

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Budweiser, a beer brand, promoted its tagline "the beer behind the music" through an out-of-home campaign in Brazil.

Google: Chrome Music Lab – Song Maker

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Tech giant Google launched the Chrome Music Lab's Song Maker tool in the US as full music creation tool for anyone interested in music.

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Apple, a technology company, promoted its Animoji feature on iPhones in the US by partnering with Grammy-nominated artists to produce Animoji music videos.

Coca-Cola: Share A Coke 1,000 Name Celebration

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Coca-Cola, the soft drinks brand, improved awareness of the increased numbers of names featured on its packaging by creating a unique song for every name.

GRAMMY Awards: Compton

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The Recording Academy, a music recording company, promoted the GRAMMYs in the US by launching a film that showed the roots of 7-time GRAMMY award winner Kendrick Lamar, with the message that greatness can come from anywhere.

Audi/Vorsprung Durch Technik: Beautiful Cars With Amazing Brains

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2019

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Coca-Cola Fan Feat

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Coca-Cola, the soft drinks brand, increased sales and emotional engagement in Brazil by getting music fans to pick three artists to collaborate on a new song.

Puma Suede Gully

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

PUMA Sports, a sportswear and equipment brand, increased sales in India by creating a street collaboration and music video that used rappers to engage youth and encourage them to pay a premium for PUMA.

Wendy's: Webeefin?

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Wendy's, the fast food chain, created a hip hop song calling out its competitors in the US, which helped the brand achieve more than 3.6 million streams.

Radio ads need to 'come out swinging'

News • 10 June 2019

Neuroscience tells us that people are in a more receptive frame of mind when listening to radio than watching TV, but radio ads still need to “come out swinging”, according to a specialist in this market.

HSBC tunes up its sonic identity

News • 06 June 2019

When HSBC began a global refresh of its brand identity last year, the bank’s well-known red and white hexagon was the most obvious aspect, but no less important has been the development of a sound identity for the first time, says a top ...

Amazon Echo: Alexa, Play My Song

Case Study • Case Studies on WARC, 2019

Multinational tech company Amazon launched its Echo smart speaker in India by appealing to its target audience’s music-streaming habits.

Podcasting's route to mass media

News • 04 June 2019

Podcasting, the digitally-downloadable radio format, is fast entering the mainstream across the world.

Citi drives female equality with music marketing

News • 03 June 2019

Citi, the financial services provider, is infusing its commitment to driving female equality into marketing endeavours related to the music industry, a space where the brand is a significant player.

Sonic branding: Finding your brand’s voice in the age of audio

Article • Michele Arnese, Admap, June 2019

Details how a coherent audio strategy which complements a brand’s visual, social and cultural equity, has become vital for establishing or maintaining its competitive advantage.

Four obstacles podcasting must tackle to take its seat at media’s top table

Article • Tom Webster, Admap, June 2019

Highlights four key obstacles in podcasting, derived from findings of the flagship study of consumer media and technology habits by Edison Research.

Using sound to create a 360-degree brand identity

Article • Andrea Newman, Admap, June 2019

Details how HSBC used sound to create a 360-degree global brand identity after suffering brand value decline.

Audio: Prospering in the ever-present medium – Admap summary deck

Article • Admap, June 2019

A summary of new thinking and best practice on audio from Admap.