Tag Archives: audio touch points

great minds on music : an interview with tham khai meng

In this edition of our “Great Minds on Music” series, Uli Reese, President of iV2, catches up with Tham Khai Meng, Worldwide Chief Creative Officer & Chairman, WW Creative Council Ogilvy & Mather. “Great Minds on Music” is a collection of interviews with some of the top names in the advertising industry, engaging them in conversations about music, audio and advertising.  If you’d like to read more from these innovative thinkers, selecting this link will aggregate all the interviews for easy viewing. 


Reese: You were talking about the “messy process” of creativity. Let’s talk about how music fits into that. How do you use music in brand communication? How important is it in your work?

“…music is as much as 60 or 70 percent of a film. It’s visceral, it’s emotional, it communicates to us. It cuts across generations, across diversity. It connects.” – Tham Khai Meng

Khai: Boy…you know, if I could put a percentage to it, I might say music is as much as 60 or 70 percent of a film. It’s visceral, it’s emotional, it communicates to us. It cuts across generations, across diversity. It connects. So music is an enormous part of what we do – which is connection.

Reese: Talk to us about your process. How do you approach the subject when you’re going into a campaign? What’s your secret?

Khai: Well, there’s no secret – it’s just hard work, really. First and foremost, you have to get to the idea. It’s a long process: messy, chaotic, lots of white paper, lots of fear. There’s always that pressure in the back of your mind: you want to do something great, every time. Every brief is an opportunity. What I like to do is draw boxes and put ideas in them – it could be words, or visual ideas. Because, you know, we have a lot of clutter in our head. We need to empty it sometimes.

Reese: What inspires you in terms of music? Do you have an iTunes library that you listen to when you work?

Khai: Yeah, sometimes. I’m always listening to music at home. Or you might have heard something in the car that morning, and you can’t get it out of your head. So you think about that genre and how it might work. You ask other people for their opinion, of course. They may be right, they may be wrong – it doesn’t matter. You need new thinking.

Reese: You’re like a sponge…

Khai: All the time. Or more like a vulture. Continue reading

the power of sound: audio drives award winning work at the 2013 cannes lions

IMG_2832When it comes to advertising awards, nothing matches the prestige (or the intensity) of  the Cannes Lions.

This year a record 35,765 entries from 92 countries were submitted to the Cannes Lions 60th International Festival of Creativity, making it the largest and most prestigious global awards event for creative advertising and communications.

You can certainly debate the relevance of award shows, but researchers Les Binet and Peter Field found that creatively-awarded campaigns are, on average, ten times more effective.

Knowing the power of sound to shape brand identity, enhance consumer engagement and increase brand awareness, it comes as no surprise that audio driven work (both strategically and creatively) takes home its share of “Lions.”  As technology continues to create new ways of closing the sonic gap between brands and their audience, we’re convinced that the strategic use of sound will play an increasingly important role in brand marketing.

We’re writing this post from Cannes, where we’re only a few days into the Festival. Already, we’re seeing the importance of sound as a key component of effective advertising. Here’s a sampling of five winners that we think stood out from the crowd:

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teaching an old dog new tricks : radio as an audio branding touch point

An audio brand is only as good as its implementation. For all the hours devoted to the strategy, research and testing that contribute to creating audio assets for a brand, it’s meaningless without a strategy focused on implementing the audio brand as consistently as possible, as often as possible and in as many contexts as possible.

The “contexts” part of that equation refers to what we call “touch points”: the medium or point of contact through which the audio brand is delivered. In the past, these touch points were usually limited to more traditional broadcast mediums, like television and radio. Today, technology is rapidly opening up new possibilities for the use of audio at point of sale, in sonically isolated environments, via mobile applications and immersive 3D soundscapes – just to name a few.

With the excitement that comes from seeing all these new audio touch points, it’s easy to dismiss the power that still remains in more traditional mediums. The fact is, technological advancements offer us an opportunity to explore new ways to engage consumers through classic touch points.

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