Roscoe Williamson, Director of Global Strategy, MassiveMusic
In a world of content overload and fragmented attention, sound remains one of the most powerful yet underused tools in branding. From historic town criers to TikTok trends, music and audio have always helped brands stand out. But in today’s AI-driven, multi-source audio landscape, what actually works?
This interactive session explores the psychology, history, and future of sound in advertising, revealing, for the first time, the creative elements proven to drive emotional impact, brand recall, and effectiveness, backed by new insights from a landmark IPA study.