Naga DDB Tribal turns up the volume on sonic branding with Amplitone

Naga DDB Tribal has entered a collaborative alliance with Amplitone, strengthening its sonic branding capabilities as part of its broader ambition to build a fully integrated, multi-sensory brand ecosystem within the Naga Network.

Founded by Golden Horse Award winner Rendra Zawawi and Grammy Award winner Alvin Wee, Amplitone brings Hollywood-trained expertise in sound design and composition. The move marks another step in Naga’s strategy to expand specialist capabilities under one integrated framework, reinforcing its positioning as “The experience makers”, the agency shared in a statement. 

Amplitone specialises in transforming brand essence into distinctive auditory identities, from mnemonic signatures and sonic logos to brand anthems and immersive soundscapes. Its founders have contributed to globally acclaimed productions including American Horror Story, The Last of Us Part II, Encanto, Top Gun: Maverick and The Walking Dead, collaborating with composers such as Hans Zimmer and Mac Quayle.

Don't miss: Audi transforms engine roars into sonic symphony

Amplitone's portfolio also boasts commercial and sound design work for Netflix, Maybelline, Jollibee and Dove. It has also produced sonic and song branding work for Petronas, the Kuala Lumpur 29th SEA Games, Ola Bola and Honestbee. 

For Zawawi, sound is not a decorative add-on but a strategic brand asset. “Sound has the power to shape emotion and memory in ways that visuals alone cannot. Through this alliance with Naga DDB Tribal, we’re excited to help brands define their sonic identity, translating their essence into immersive experiences that resonate deeply with audiences,” he said.

Beyond creating catchy jingles, Amplitone emphasises building long-term sonic equity rooted in brand storytelling. Zawawi explained to A+M that the studio begins with a deep dive into a brand’s core essence, understanding its narrative and vision before curating a sustainable sonic DNA.

“We build a system of sound, a sonic ecosystem that is present throughout all touchpoints to create an audio tapestry that is streamlined. We also pride ourselves on sourcing a brand’s sound from its narrative. For example, we might create a sonic logo for a car company by recording sounds from the car itself, making a unique sonic template it can uniquely use,” he said.

He added that the approach treats brands like films that require scoring, resulting in a holistic and hard-to-duplicate framework that is “definitely AI-proof”.

Kristian Lee, group executive director of Foetus Group, said the alliance reflects the network’s belief that collaboration will define the industry’s future. “The Naga Network was built on the belief that collaboration is the future of our industry. Clients today seek partners who can bring together diverse expertise to create holistic brand ecosystems. Our alliance with Amplitone ensures our clients are not only seen, but heard and felt,” he said.

Naga DDB Tribal also views the alliance as an underscoring of the agency's commitment to diversification and integration. Farrah Harith McPherson, chief growth officer of Naga DDB Tribal, said: “As 'The experience makers', we understand that meaningful engagement today requires activating all senses. Sonic branding allows us to strengthen brand worlds in a way that is distinctive, emotional and future-ready,” she said.

Beyond Netflix’s unmistakable “Tudum”, Mastercard’s signature jingle at every card tap, and Shopee alerts echoing through packed train cabins, sonic branding and audio-led campaigns are quietly staging a comeback. Last September, Audi UK unveiled a campaign with BBH London that transforms the roar of its RS models into music. Titled "Engine symphony", the tactical push taps into the end of the classical music season by reimagining horsepower as harmony.

Meanwhile, Kinder Bueno is leaned into the power of music for its latest campaign in Singapore. "Sound breaks" invites consumers to tune into their taste buds and dial up the delight. It aims to strike a chord with music-loving snackers looking to add an extra layer of indulgence to their routines.

And the Ferrero Group also unveiled a fun and bold sonic branding for its hazelnut spread, Nutella. The sonic branding, known as 'The Sound of Nutella', was created in collaboration with creative music agency MassiveMusic who set out to capture the feeling of enjoyment and create a sound that is consistent for all Nutella products. It also reflects the brand's values of positivity and togetherness.

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