I really believe 'music intelligence' was the determining factor for when it came to judging our work against the breathtaking work of other world class finalists
BLOOMFIELD, N.J. (PRWEB) July 29, 2020
SONIC LENS turns music and sound into powerful branding tools for global clients. A newly launched ‘focused audio branding' agency, their “Music Intelligence” process was developed over decades of experience crafting some of the world’s most important sonic brands - and this process has now been proven in the marketplace with SONIC LENS dominating the “Branding” category in the 2020 Music + Sound Awards with wins in “Best Original Composition in Branding” and “Best Sound Design in Branding” as well as a nomination for “Best Composition in TV Trailer/Promo” where they ceded only to world-renowned score composer Hanz Zimmer featuring pop star Sia.
The “Branding” category was of particular importance at this year’s Awards given our post-Covid reality. According to (Nielson 5/28/20), brands that go totally dark for the rest of 2020 could be facing revenue declines of up to 11% in 2021, and sonic branding is the biggest opportunity to overcome this hurdle. A 2020 Ipsos study of 2,015 video communications showed that only 16% of tv advertising is remembered the next day and correctly attributed to a brand, but the study also discovered that a sonic cue is about 8x as effective as a visual logo or slogan, yet is only used 6% of the time – less than any other brand asset.
Considering successful audio brand recall stats for McDonald’s 92%, Taco Bell 85% or State Farm’s 80% coupled with the fact that 30% of all purchases will be screen-less by 2022, the need for brands to begin focusing on sonic strategy has become a top priority in the marketplace. SONIC LENS client Walt Disney recently conducted focus group testing (see case study) which proves the effectiveness of ‘music intelligence’ in augmenting branding, reach, and ROI, and the arrival of a more sophisticated process that ensures success couldn’t come at a better time.
“I really believe 'music intelligence' was the determining factor for when it came to judging our work against the breathtaking work of other world-class finalists,” said Marco Vitali, Founder & Managing Partner of SONIC LENS. “And we’re so honored to receive this recognition of our philosophy and approach. As a creative agency, it’s very tempting to jump right into creative - but we always put strategy first. This requires research, data, workshopping, and music intelligence to turn competitive insight into great creative. We wait until we know exactly what to do and why we’re doing it in a competitive setting, and then we work closely with the best talent in the world to create it - something I learned from my years working with my legendary mentor Nile Rodgers.“
About SONIC LENS Agency
SONIC LENS is a new breed of agency that sits at the intersection of marketing and music. Their “music intelligence" approach can best be attributed to the uncommon path of its founder, Marco Vitali.
A journey that began as a child violin prodigy at Juilliard made a sharp detour onto Wall Street where he earned master’s degrees in Marketing and Finance and gained analytical expertise which would later underpin the “Music Intelligence” process. He returned to music by starting a composer collective called Soundguild where he was picked up for management by super-producer Nile Rodgers (Madonna, Bowie, Daft Punk) and industry icon Michael Ostin (former President Warner Music and then Dreamworks Records). During this tenure, he collaborated as writer, producer and musician with some of the most incredible artists in the world including Nile Rodgers, Wu Tang Clan, RZA, GZA, Quincy Jones, Ceelo Green, Aviici, Q-Tip, Pete Rock, Organized Noize, Peter Wolf (J. Geils).
Marco recognized a growing need by global marketers for a more sophisticated approach to sonic branding than existed anywhere else and spent two decades perfecting the "music intelligence” process while serving as head of music at various top agencies. His vast experience includes sonic branding across TV/Entertainment, FMCG, QSRs, Telecom, Pharma, News, Toys, and Cosmetics including 4 Fortune 100 brands and one of the “Top 10 Best Audio Brands of 2020.”
In 2019, SONIC LENS launched as a “focused audio branding" agency and immediately set to work developing holistic sonic strategies and branding platforms for 3 global TV networks, all of which have been recognized by the 2020 Music + Sound Awards, two of which won top prize.
For more information on SONIC LENS, please visit http://www.soniclensagency.com
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