How has the year been for Sixième Son so far? What stands out as significant?
This year has been one of creativity, growth, and solid client relationships at Sixième Son, with exciting projects for global brands across various industries. “What stands out for me is the loyalty of our customers,” says Delphine Guérin (Chief Client Officer, France). “They recognize the contribution of sound to their brand over the long term and call on us for an ever-increasing number of media.” Michelin and Roland-Garros are good examples of this. “We’re getting ready to celebrate the anniversaries of sound identities that will soon be 10 years old,” Delphine explains.
“Working closer with branding agencies also proves that sound is being integrated into branding strategies at an earlier stage, which guarantees its success,” adds Delphine.
Valentin Fleur, Head of Strategy and MD Canada, also reflects on the year’s progress. “Sonic branding is always a long sell, but now clients truly understand its value in brand recall. 2024 is looking strong, and 2025 is super promising.”
Florent Adam, Managing Director APAC, highlights the increasing demand for sonic branding, custom music, and voice-over production. “We’ve had intense activity with global and local clients from airlines to finance, FMCG, and tech,” he shares. The team is also preparing for expansion, balancing their workload with excitement for the future.
Jaime Nieto, Head of Music Iberoamerica, notes the revenue growth and new markets like Saudi Arabia and Mexico. “We had a great workshop in Mexico and are working on building more visibility through key events like Cannes Lions and BIME Bilbao.”
Daina Todorovic, US Chief Client Officer, emphasizes the importance of Cannes, which brought new clients like ETS. “It opened doors to other prospects,” she explains. The sports marketing field was also bid on in Cannes. “We are deeply invested in this industry, and our great European references, such as the Tour de France, the French Open, or FC Barcelona, should help open new business opportunities.”
What are the trends in sonic branding, and how is the market evolving?
“The perception of sonic branding is changing, and brands are becoming increasingly aware of the power of sound and of what Sixième Son can more specifically bring to them,” Delphine highlights. “More and more of our contacts understand the expertise Sonic branding requires and salute the talent of our creative team.” She highlights another exciting trend: “More and more SMEs and start-ups are turning to sound to establish their media presence, proving that sound isn’t just for large companies. We’ve seen it happen with Welcome to the Jungle and Promee in France.”
Florent adds, “Brands are developing podcasts, creating more audio ads, and investing more in custom music rather than catalog tracks. There’s a growing recognition of custom sound’s role in a brand’s identity.” Jaime Nieto also sees more opportunities, noting that “the market now has more options—soundtracks for branded content, digital music, and even AI.”
Daina points out that Sonic branding is on the verge of a boom in the U.S. “There will be a Maybelline before and after,” she says, hoping the iconic jingle’s success will help spread awareness. “Social platforms are building in music capabilities. There is an amazing opportunity for brands here,” she adds. “Sonic branding is still largely unknown among US marketers. They need to acknowledge the emotional power it could bring to their brand to allocate the right budgets and deadlines.” Attention spans and short job tenures are hurdles. “In the US, our work doesn’t always get the time it deserves to make a lasting impact,” she says. She also calls for more recognition of sonic branding as a strategic tool by Ad agencies, which often only reach out when clients request it.
For Valentin, AI has been a significant driver of curiosity in 2024. “Clients are eager to explore AI solutions, and we’re continuing to educate them on its benefits and risks.” This reflects Delphine’s comment about the agency’s approach to AI: “We have a collaborative approach with clients, supporting them in using AI to enhance their brand’s performance.”
What challenges and opportunities lie ahead for Sixième Son?
Looking ahead, the agency faces challenges but exciting opportunities to establish further leadership in Sonic Branding. Delphine underscores the importance of global and local adaptability: “We’re seeing big companies recognize that sound can express both global values and adapt locally. Global campaigns are being rolled out with tailor-made sound.”
Florent stresses the agency’s role as both creators and strategic advisors. “We’re not just delivering music files. We’re consultants guiding brands towards impactful and results-driven sonic strategies.”
Jaime identifies the challenge of balancing innovation with lower-cost market demands, especially in Spain and Latin America. “We need to find the right balance and offer high-quality solutions in each market,” he explains.
Valentin adds that reaffirming the value of Sixième Son’s work is an ongoing challenge. “Working with the best –an incredibly talented team– comes with a price tag. We need to continuously prove the value of our work and its impact on brand equity.”
Sixième Son continues to innovate, expanding into new markets while maintaining its creative edge. As brands increasingly embrace the power of sound, the agency is pushing the boundaries of sonic identity, creating sounds that not only define brands but inspire global audiences.
