amp names new MD for APAC and Middle Eastern regions

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Sonic branding agency amp, part of the Landor group, has appointed Reiner Erlings as managing director for the Asia-Pacific (APAC) and Middle East regions. Erlings is set to lead the agency's expansion with a focus on innovative sonic branding solutions.

Erlings brings over 18 years of experience in the Middle East, recognised for his expertise in sonic branding and composition in various sectors, such as airlines, government, banks, and entertainment, according to amp. The agency added that his knowledge of regional music trends and sonic strategy will align with global standards while resonating with local audiences.

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The agency anticipates that Erlings' leadership will enable amp to harness the digital transformation in the Asia-Pacific market, where there is a rising demand for engaging brand experiences. With an established presence in the region, including work for Mastercard, Mercedes, SMBC Indonesia, Telenor, and Uber, amp positions Erlings to enhance its offerings and help businesses in APAC develop unique brand experiences.

“We are thrilled to have Erlings onboard as we continue our sonic efforts together in the APAC and the Middle East. Reiner’s deep experience and visionary approach to sonic branding are unparalleled, especially in markets where culture and tradition are integral to brand identity,” said Michele Arnese, founder and global CEO of amp. “His understanding of regional nuances, combined with our global sonic expertise, will deliver transformative brand experiences for our clients in the Middle East and APAC.”

“As it gets more and more difficult to stand out in any category, brands will increasingly turn to multisensorial branding as a key differentiator to build strong brand identities. I’m very excited that our clients in APAC can now access world class sonic branding solutions through the expertise of Reiner and his talented team at amp,” Lulu Raghavan, Landor’s president APAC.

This appointment reflects amp’s strategic focus on expanding its influence in regions where culture and tradition play crucial roles in brand identity.