Sonic branding firm Sixième Son enters SG, names Florent Adam MD

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Sixième Son, a sonic branding and sound production agency, has expanded into Singapore in an attempt to strengthen its international leadership in sonic branding. Florent Adam, international client services director, has been promoted to lead the new office as MD. Southeast Asia is a fast developing region for branding and marketing innovation, Adam (pictured) told MARKETING-INTERACTIVE. Furthermore, the agency has observed growing interest and demand from local clients for its services. Aside from Singapore, Sixième Son has offices in the United States, Canada, Europe and Australia.

Singapore is now the agency's hub in Asia and will have a strong focus on regional clients. With ambitions for fast development, Adam added that the agency plans to recruit more local consultants and sound designers for the development in the Singapore office. Currently, the team comprises two individuals who are responsible for business development, customer service and sonic branding consulting. Globally, there are 50 employees, including more than 15 sound designers and music composers in its creative teams.

With clients such as Samsung, PETRONAS and Etihad, the agency has responded to growing demand from brands in APAC for stronger performance by designing "earcons". By using music and sound, the agency develops a sonic branding strategy by designing the sonic DNA of the brand. Following that, the agency produces adaptations for the brand’s touchpoints such as digital, social media, TV, radio, events, UX sound design and call centers, among others.

"All brands in the world use music in their communication, in all industries but also all sizes of companies, B2C as well as B2B," said Adam. Historically, the agency has partnered with companies across industries such as insurance and banking, energy, automotive, telecom, retail, FMCG, media and transportation, among others. Currently, there are more than 450 clients around the world.

Adam first joined the agency in November 2020, helming the international client services director role for more than a year. Before Sixième Son, he was at TV studio and distributor, CANAL+ Group for more than five years. He initially joined the company as its HR officer in April 2015, and was based in France, said his LinkedIn. After two years, Adam moved on to helm the HR manager role in Yangon, Myanmar for two years. His last role in CANAL+ Group was as its head of HR, based in London. He helmed the role for five months.

"Over the past few years, the number of communication touchpoints between brands and their audience has multiplied exponentially, and all of these touchpoints include music," said Adam. According to him, the question is no longer if a brand needs sound to embody its brand, but rather, what is the right sound to do so. At Sixième Son, the agency coveys meaning using music as a universal language, and this enables the audience to identify brands with their eyes closed, he explained.