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To support its ongoing expansion across the Middle East and APAC, amp, the global specialist in sonic branding and part of WPP and the Landor group, has appointed Reiner Erlings as Managing Director for these high-growth regions. He is now in charge to further elevate the company's offerings and help businesses in the Middle East create truly differentiated brand experiences.

With over 18 years of experience in the Middle East, Erlings is renowned for his expertise in sonic branding and composition having; his contributions to brand identity are recognized across sectors, from national airlines to government, to banks and entertainment. 

As a specialist in creating memorable sonic identities, his portfolio with Landor and amp includes the acclaimed sonic identities of Emirates NBD, Saudia, Saudi National Bank, and Shahid. 

He is also said to be knowledgeable of regional music trends and sonic strategy, which obviously allows him to offer a unique perspective that resonates with local audiences while aligning with global standards.

Building on amp's established success in the region, Reiner's expertise is set to enable amp to harness the rapid digital transformation in the Middle East, where demand for impactful brand experience continues to rise. 

“We are thrilled to have Reiner onboard as we continue our sonic efforts together in the Middle East and APAC. 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.”

Mariagrazia De Angelis, Landor’s General Manager in the Middle East and Africa said: “I'm delighted to see Reiner take on this exciting role at amp. His deep understanding of the Middle East and his passion for crafting truly resonant sonic identities, something we've witnessed firsthand at Landor, will be invaluable as he leads amp's expansion. This change will ensure our clients continue to benefit from a holistic approach to brand building, where visual and sonic identities work together seamlessly to create truly multi-sensorial brands and unforgettable experiences.”