Highly engaging music can double your return on media investment. Yet most brands treat music as an afterthought, leaving millions on the table.

This week, Elena, Angela, and Rob are joined by Roscoe Williamson, Global Strategy Director at MassiveMusic. Together, they dig into groundbreaking research proving music is a tangible driver of marketing effectiveness. Roscoe shares findings from a study with the IPA that tested hundreds of UK TV ads and reveals which types of music increase brand fame, willingness to pay, and campaign ROI.

Topics covered: 

• [01:00] The history of music in advertising from jingles to sonic ecosystems
• [09:00] Why longer-form music has been a black hole in effectiveness research
• [14:00] How engaging music can double return on media investment
• [17:00] Examples of brands using music to drive effectiveness
• [23:00] Why CMOs should mandate music testing for campaigns over $1 million
• [27:00] The future of sonic branding and generative AI music 

 





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Resources: 
IPA & Massive Music Report: https://resources.massivemusic.com/sound-science-whitepaper

Roscoe Williamson’s LinkedIn: https://www.linkedin.com/in/roscoewilliamson/
 

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