The Sound Agency News: TSA goes international

November 15th, 2011
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The Sound Agency is expanding its services across the globe with the opening of franchises in South Africa and the Gulf, Nordic and Baltic regions.

Earworm ABC has been appointed as our new sub-Saharan franchisee. “After reading Julian’s insightful book Sound Business, I realised that sound branding was the future,” said MD Paul Shafer. “So I was thrilled when Julian offered me the Southern African franchise for The Sound Agency. Through my years of dealing with agency briefs, client expectations and budgets, I’ve come to realise that not enough strategic thought is given to how a brand should approach and execute its audio components. This region might be particularly challenging, as sound branding is a virtually unknown concept here. So the challenge is first to generate interest, educate prospective clients and then sell the service.”

United Media Group (UMG) in Sweden is the Nordic and Baltic franchisee, offering clients such as L’Oréal, Coca-Cola, Philips Electronics and Adidas a multisensory brand experience. CEO Mattias Hägglén said: of “Until now it’s been about education, but decision makers are now fully aware of the importance of the area of sound. It was a very easy decision to team up with Julian as we wouldn’t be able to get the same trustworthiness or offer the same expertise ourselves. From now and in the years to come this is an area that will explode. It’s a win-win for us.”

And in the Gulf region, TGP Live Communications in the franchisee, Based in Dubai, this fast-growing agency has a client list that reads like a who’s who of the Gulf’s leading organisations. Christian Burne, Creative Services Director, commented: “Our mission is to become the region’s leader in full-service design and production projects including events, exhibitions, conferences, interactive media and commercial interiors by developing integrated strategies and solutions that deliver results to our clients, combined with reliable, professional service. The senses play a vital role in all of this, and drawing on The Sound Agency’s expertise and experience in sound branding creates a huge opportunity for us in the next few years.”

We look forward to reporting on the first fruits of these relationships very soon.

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