Audio Branding Congress 2013 – Podcasts
On November 28th, experts from 15 countries were present at the Audio Branding Congress 2013 in Moscow, Russia. According to the motto „Sound Opportunities“ technological trends as well as the conditions for the development of new business in the Russian market were being discussed. One highlight of the event was the presentation of the Audio Branding Award. From the six presented Best Practice Cases, the international expert jury chose the winners of the Audio Branding Award 2013. The attendees of the congress voted for the audience award. Learn more about the Audio Branding Congress 2013 here.
No. 76 – 11th of November 2013
With a degree from School of Nordic Design Anna Kind has experience from Swedish, French and German companies within media and retail, such as Escada, Cerruti, Laurel, Clinique, Canal+, Nordic Film/Tv and the nordic publishing group Egmont. Within Radja her main focus is branding and identity, strategic planning and project management.
With a background as a music producer and sound designer Martin Hallberg has broad experience within both the music industry and the advertising world. He founded Radja 10 years ago and has provided sound designed products to brands like Absolut Vodka, MTV, Sony, Hyundai, Electrolux, Norwegian Oil Industry Association, IKEA, Canal+.
Anna and Martin will present the case Emporia for the Audio Branding Award 2013 at this year’s Audio Branding Congress.
No. 75 – 7th of November 2013
Paulo Dytz works in the advertising industry and holds a degree in Public Relations. He is a sound thinker, a sound producer, co-founder and Chief Creative Officer at B Sound Thinking: a Brazilian sound agency with expertise in audio advertising, audio interactive and audio branding. Working as a sound producer he won several national and international awards including Cannes, Wave Festival, Globo Television professionals of the year, International Festival of Advertising of Gramado and About magazine award. He was one of the pioneers in developing a methodology of strategic sound alignment of brands in Brazil.
At the Audio Branding Congress 2013, Paulo will present the case Sonic Architecture for Iguatemi for the Audio Branding Award.
No. 74 – 4th of November 2013
Having studied communication science and strategic marketing at The Berlin University of the Arts Cornelius Stiegler specialized on the field of Corporate Sound, including both Sound Branding and Functional Sounds. Combining his passion for music and his expertise in strategy, the topic of briefing sound projects became his research focus. Stiegler is working as a corporate sound strategist at nhb studios – the creators of sound branding classics such as the original BMW Soundlogo and Hornbach’s „Yippieh Yippieh Yeah“. He is also active as a speaker, author and guest lecturer on the topic and coordinates nhb‘s sound research cooperations as well as the exchange with academia, art and design.
At the Audio Branding Congress 2013, Cornelius will present a still confidential case for the Audio Branding Award.
No. 73 – 30th of October 2013
Musician, composer and producer, Michaël Boumendil graduated from EDHEC with a degree in Marketing Communication. In 1995, at age 23, he founded the agency Sixième Son and with it, invented the concept of musical design and audio branding. The pioneering approach of Sixième Son was quickly noticed, and the young agency’s innovation was applauded by the press. In just a few months, Sixième Son won most of the major awards for entrepreneurship, most notably the one from l’Association Jacques Douce of La Fondation 3 Suisses, as well as the award from Défis d’Or. Michaël Boumendil became the flag bearer of an innovative field, which promoted brands in a very new way.
In this podcast episode Michaël also talks about the audio branding project for Peugeot that he will present at the Audio Branding Congress 2013 in Moscow.
No. 72 – 28th of October 2013
Steve Keller graduated with a BA in Psychology from Cedarville University (USA), subsequently working in the field of research and statistical analysis for a government mental health funding agency. He headed to Nashville in 1986 to pursue a career in the music industry, eventually founding a production company that produced over 65 award winning dance remixes for country super stars and secured accounts from every major label in the industry. He went on to write and produce commercial spots for a number of major brands and advertising agencies, including Coca-Cola, McDonalds, Ford, Toyota, Dodge, Taco Bell and AT&T.
In 2005, Keller combined his passions for music and psychology with the founding of iV, an audio agency focused on providing strategic audio branding for a wide range of global advertising agencies and brands. In 2009, Keller (with business partner Uli Reese) launched iV2 in Frankfurt (Germany) to better address the needs of their European clients. In addition to functioning as CEO and Strategist for iV and iV2, he is a featured speaker and guest lecturer, sharing the discipline of audio branding with agencies, universities, organizations and festivals around the world that include The American Marketing Association, The Audio Branding Academy, The American Advertising Association, Eurobest and Midem.
At the Audio Branding Congress 2013, Steve’s partner Uli Reese will present their Ritter Sport case for the Audio Branding Award.
No. 71 – 25th of October 2013
Elena Lebedeva received a first diploma in Psychology. During her study she was specializing in psychological aspects of advertising. Later Elena received diploma in Strategic marketing. Starting as a Marketing manager in B2B, later in 2006 she moved to fashion retail business and started work as a head of store concept and standarts department. Fashion brands Elena developed are MODIS – affordable apparel supermarkets, Centro – fashionable shoes and accessories stores, FUNDAY – affordable apparel and accessories for whole family. She implemented in her store concepts some innovations in digital signage field. For example, the most innovative in Russia digital Centro store was opened in 2011 in “GOROD” shopping mall, where were implemented severall innovative ideas from EuroShop 2011. Now Elena is responsible for the O’STIN company’s store formats development, like as O’STIN, O’STIN Kids, O’STIN Discount, FUNDAY.
In her presentation at the Audio Branding Congress, Before Pushing ‘Play’: Audio Branding in Russia, Elena will talk about audio branding in Russia from a client’s point of view.
No. 70 – 23th of October 2013
Tom Trones is the Audio Identity Lead for Cisco’s Collaboration Technology Group and is working to achieve coherency and a holistic user experience across a wide portfolio of telepresence and collaboration products. Examples of touch points are apps on all platforms, web conferencing, IP phones, and the entire range of telepresence systems from personal/desktop to immersive. Tom focuses on giving utilitarian music and sound design an aesthetic and artistic depth, while keeping psychoacoustic considerations at the forefront.
Tom is participant of the panel discussion: What’s The Next Big Thing?
No. 69 – 18th of October 2013
Vladimir Kozlov (CEO DigiSky) graduated from Moscow Bauman State Technical University from automatic systems managing department. DigiSky was founded in 2004 together with Vitaly Belyakov. The company’s founders have more than 20 years of experience in record business, distribution business, show business, FM broadcasting business. DigiSky is one of the leading sound agencies in Russia providing different music solutions.
In his presentation at the Audio Branding Congress, Before Pushing ‘Play’: Audio Branding in Russia, Vladimir will talk about audio branding in Russia from a sound agency’s point of view.
No. 68 – 16th of October 2013
Zanna graduated in lyrical singing, jand is a songwriter and music producer specialized in Branding. She’s a citizen of both Italy and Brazil, born in Rio de Janeiro but lived for ten years in Italy. In Europe, with the Bossa Nostra, opened concerts for Herbie Hancock and Morcheeba at the Montreux Jazz Festival. The song Jackie became well known worldwide. In her five years in New York City, she composed tracks for Marie Claire, Veet and Muller. There, she started building up her Sound Branding methodology. Today, back in Brazil with her own company, Zanna Sound, the first Sound Branding agency in Latin America, she helps large brands such as Banco do Brasil, Embratur, TIM mobile, Boticário, L’oreal, Sabesp and MetroRio. In addition, she has been the first to present Sound Branding at the Cannes Festival audience.
In this podcast episode Zanna talks about her project for MetrôRio that she will present at the Audio Branding Congress in Moscow.
No. 67 – 20th of August 2013
A recent member of The Sound Agency team, Lydia is now a firm devotee of the power of audio branding and the benefits of using applied sound for business. With a background in Client Services, Lydia brings her years of experience managing complex and demanding relationships with large corporate organisations, multi-nationals and high net-worth individuals to the world of audio consultancy, helping her clients to achieve better results by optimising the sound they make in every aspect of their business and achieving congruency across their brand as a whole. Lydia holds a BA in Middle Eastern Studies with Classical Greek from Exeter University and is passionate about opera and learning new languages. Working so closely with Harrods, one of the world’s most famous retail stores, whilst The Sound Agency continues to create award-winning sounds, is truly a dream come true.
As a member of the Audio Branding Award Jury, Lydia talks about her personal criteria for excellent audio branding and about the Audio Branding Congress amongst others.
No. 66 – 12th of August 2013
Rayan joined Elias Arts in 2003 to conquer the last frontier of integrated marketing: audio. Deploying his experience in branding, UX and experiential marketing, Rayan formalized the core components of Elias’ audio branding methodology, including best practices and audio branding taxonomies, and has helped develop Audio Identity Systemsä for Cisco, Nike, Coca-Cola, Sun Microsystems and Orange Wireless. Rayan has created numerous “Best Practices” modules and authored White Papers and book chapters on the discipline of Audio Branding. Prior to joining Elias Arts, Rayan was Director of Brand Strategy for The Futurebrand Co. in New York. Rayan holds a BA in European History from the University of North Carolina at Chapel Hill, and a MBA from Georgetown University in Washington DC.
As a member of the Audio Branding Award Jury, he also talks about his personal criteria for excellent audio branding, relevance and about the audio branding industry in general.
No. 65 – 6th of August 2013
Licenced in Business administration and master in ebusiness, Juan worked in peermusic (4th global music publisher) as General Manager for Latin American Operations and European Film & TV Director before moving in 2001 to the Advertising and Digital world where he stayed for 10 years in BBDO working for top international and local brands and receiving multiple awards such as Cannes Gold Lions or DMA Diamond & Gold Echo among many others. He was Managing Director for development and Digital in Contrapunto BBDO and member of the board when he left the company in 2011 to found Flyabit. For the last 10 years he has developed business devoted to using sound and music as a communication tool in areas such as retail music systems, live music, advertising, film & TV, digital and Sound Branding. In 2012, he founded Flyabit Sound & Digital studio.
Juan is member of the 2013 Audio Branding Award Jury
No. 64 – 29th of July 2013
The Audio Branding Academy is very pleased to welcome back Julian Treasure as moderator of the Audio Branding Congress. After Oxford in 2012, Julian will moderate the event day in Moscow on November 28th, 2013.
Here is an audio statement from him about his experience of the last congress and his expectations for the coming one.
No. 63 – 23th of July 2013
After receiving his university degree in business and marketing communications, Alexander launched his career at the Frankfurt-based advertising agency “Wunderman” (Young & Rubicam) in 1998, and later joined Germany’s largest agency for branding and corporate identity, MetaDesign in Berlin, to work for clients such as DHL, Lufthansa and Volkswagen. In 2007 he became member of the management board at MetaDesign in. He founded his own audio branding consultancy in 2010. Alexander Wodrich is a regular speaker at congresses and a lecturer at different universities. His work has been honored with various awards. Just now he was nominated for the 2012 German Design Award for the audio branding of the French insurance provider AG2R La Mondiale.
Alexander is member of the 2013 Audio Branding Award Jury
No. 62 – 18th of July 2013
Guilherme Flarys, founder of the Gomus agency, is an Engineer graduate at PUC-RJ, Brazil, and post-graduate in Business Management at UFF, with an extensive backgorund in consulting and advertising. In 2002 he founded Mangajingle Productions with his partner Pedro Guedes (music producer at TV Globo), running several musical and audio productions for clients such as Nokia, Fiat, Coca-Cola, Johnson Controls, Eletrobrás, TV Globo, among others. In 2009 Mangajingle expanded to create Gomus Agency focused on audio and music branding, active on a large scale at the retail and television markets. Together with his other partner, Guto Guerra (author of “Music Branding – Qual É o Som Da Sua Marca?”), Guilherme is also one of the main speakers on the theme in Brazil, having delivered lectures in companies and universities, as well as launching the first Music Branding course in Brazil at Perestroika school.
As a member of the Audio Branding Award Jury, we asked him also about the importance of the Audio Branding Congress and his personal criteria for excellent audio branding.