Tag Archives: strategy

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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sound knowledge: an audio branding reading list

When it comes to harnessing the power of sound, a working knowledge of the fundamentals of audio science and design is vital. An aptitude for composition/production certainly yields creative results, but it’s only one part of the audio branding equation. Research is necessary to balance out our instincts with demonstrable facts, helping us shape the creation of audio assets and manage their implementation as well.

Fortunately, there’s a wealth of information available. New studies are continually being published in academic journals and agency/brand white papers. Emerging technologies offer new audio touch points for brands to explore. Keeping up on the latest trends and best practices in our discipline is a full time job!

If you’re interested in the latest news, you might want to follow our iV audio branding daily and our audio branding scoop.it page where we’re constantly curating new content relevant to the industry.

Additionally, we thought it might be helpful to supply you with a “must read” list – a bibliography for the serious audio branding enthusiast. So we went to our book shelves and pulled what we thought were a few of the essential titles of the moment. We’ve listed them for you here, with easy amazon links (just select the title) and a short description. There’s a wide variety of thought represented here – everything from branding to neuromarketing to the role of silence in a noisy world.

We offer these with hopes that they’ll expand your knowledge – and with it allow for more informed discussions. If there’s a work that’s been influential in your approach to audio branding that we’ve not included in our list, feel free to leave a comment and let us know. We always enjoy adding to our library.

Happy reading!

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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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five measurable parameters for successful audio branding

One of the fundamental questions to consider when you’re standing at the intersection of audio and advertising is this: What criteria do I use to inform and guide my audio choices?

Traditionally, agencies and brands have considered audio the realm of “the creatives.” Voice over talent is auditioned, music tracks are selected, creative briefs for composers are written and editors begin editing in post production. As a result, choices are often driven by how well the audio supports the creative vision of a particular campaign, rather than how the audio is communicating the essence of a brand identity.

Audio that supports campaign creative and audio that communicates brand essence need not be mutually exclusive, but both are better served if decisions can be moved away from simply trusting our instincts, and towards developing a more objective set of criteria to guide our choices.  Continue reading