Credentials & Case Studies | The Sound Agency

An introduction to The Sound Agency, including an overview of our services, some of our tools, and some case studies featuring our work for clients around the world - including our award winning generative soundscapes in Harrods, our crime-reducing urban soundscape in Lancaster, California, plus examples of how we have proven that sound can increase retail sales, customer satisfaction and brand value.

1. What we doCase StudiesContact us
The Sound Agency
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2. What we do
Sound: Powerful yet nonconscious™ effects
Super additivity
The Sound Agency
Julian Treasure
BrandSound™ expressions
Generative soundscapes
Ambifier™
Alchemizer™
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3. Sound affects people in four ways.
Physiological All our internal rhythms, including heart beat,
breathing, hormone secretions and even brain waves, are affected
by sound through a process called entrainment.
Psychological Sound changes our feelings, moods, psychological
states and thus our very perception of reality. Music is very
powerful in this, though not unique - for example birdsong makes
us feel secure.
Cognitive Our ability to think is greatly affected by the sound
around us. Productivity is slashed by as much as two thirds in noisy
offices.
Behavioural At the simplest level, we move away from
unpleasant sound and towards pleasant sound. This makes
correctly designed sound crucial in commercial spaces such as
shops and restaurants. Many retailers are losing up to 25% of
their potential sales by inflicting soundscapes that are accidental,
incongruous and hostile.
These effects are powerful yet mainly happen without peple being
conscious of the process at all. Often there are several processes
in play at once.
Sound
Powerful yet non-conscious™ effects
SoundFlow™ Our unique SoundFlow™ model (below), based on
the latest pschoacoustic science, underpins all our work, allowing
us to harness the power of sound effectively and accurately.
Time
Pitch
Texture
Density
Dynamics
Function Environment
People
Brand / Values
Physiological Psychological
Cognitive
Behavioural
Filters
Drivers
Content
Sound system
Acoustics
Noise sources
Outcomes
The Pyramid of Sound
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4. Auditory contributions to multisensory
perception typically take place without
people being consciously aware that what
they are hearing is influencing their overall
product experience.
Spence and Zampini, 2006
Super additivity
Oxford University’s Professor Charles Spence has been
researching the cumulative effects of combining two or more
senses, either in ‘congruous’ fashion (pointing in the same
direction) or ‘incongruous’ (contradicting one another).
His groundbreaking methods are experimental and experiential.
In the lab, sponsored by major brands, he has experimented with
various combinations of visual, auditory, tactile, gustatory and
olfactory stimuli.
Regarding sound, Spence has found that congruent sound
increases the power of visual communication by 1107%, while
incongruent sound reduced it by 86%.
In other words, sound can change the impact
of visual communication by an entire order of
magnitude, up or down!

Spence calls this kind of effect ‘super additivity’. It means that the
effect of aligning senses is not linear. In this domain, 1 + 1 does
not equal 2: the effect of adding congruent sound to vision can
add up to more than 10.
“
“
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5. The Sound Agency is the world’s leading
BrandSound™ consultancy, uniquely
combining knowledge and understanding of
marketing, communication and the effects
of sounds on human beings.
The Sound Agency optimises BrandSound™. We help our
clients to make sound that’s congruent and consistent,
whether in marketing communication, at point of sale, on
the telephone or in soundscapes in shops, showrooms,
receptions, offices and other branded spaces.
We are the world’s first full-service business sound
consultancy, based on a unique, proprietary model of the
ways in which sound affects human beings.
The Sound Agency
Consultancy Audits, plans, guidelines, training and
workshops help clients integrate the power of sound into their
branding and marketing communication.
Creative Design, composition, recording, production,
compilation and editing of sound, including playlists, 
composed or licensed music, Sonic Logos, voices, synced
soundtracks, and our speciality, generative soundscapes for
spaces.
Delivery Our Ambifier™ multi-site delivery system is unique.
Its robust and cost-effective local decoder boxes can play
recorded sound, or generate ever-changing soundscapes
– all controlled by our powerful but simple web-accessible
software.
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6. Julian Treasure is chairman of The Sound Agency, the
innovative London-based business sound consultancy.
He is also author of the book Sound Business, the first map of
the exciting new territory of applied sound for business, and he
has been widely featured in the world’s media, including TIME
Magazine, The Economist, The Times, UK national TV and
radio, and many international trade and business magazines.
He is a long-time musician, an international platform speaker
on sound, and is a Liveryman of the Worshipful Company of
Marketors, the City of London guild for marketing. His four
TED talks about sound have been viewed by an estimated four
million people.
Julian formerly founded, grew and sold leading UK contract
publisher TPD Group, during which time he was chairman
of the Association of Publishing Agencies, a director of the
Periodical Publishers Association, chairman of PPAinteractive
and chairman of the UK government’s Digital Content Forum.
In 2002 he received the PPA Chairman’s Award for services to
the UK magazine publishing industry.
His client experience includes major projects for Microsoft,
Apple, Orange, Lexus, RAC and ITV, as well as the clients of
The Sound Agency.
Julian Treasure
With almost 30 years of experience in
marketing, business, music and sound, Julian
is the world’s leading authority on the use of
sound in business and the effect of sound on
human beings.
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7. BrandSound
™
Guidelines
Brand Voice We define,
record and train so that all the
voices representing a brand are
harmonious.
Brand Music We create and/
or license psychoacoustically
optimal, stunning music for
advertising, events and spaces.
Sonic Logo We create
powerful and memorable audio
mnemonics.
Advertising Sound We
consult on strategy and content
to ensure consistency across
campaigns.
Our proprietary BrandSound™ model distinguishes eight expressions of a brand in
sound. Our skill is to ensure that they all act in harmony, making full use of super
additivity and giving the brands we work for maximum competitive advantage.
Product Sound We assess, design
and measure the sound of products,
as well as sounds closely associated
with products.
Soundscapes We create and deliver
beautiful, appropriate and effective
soundscapes for public spaces such
as shops and offices, using generative
sound via our own Ambifier™ delivery
system.
Telephone Voice We consult on
call centres and IVR systems, and
train staff to achieve quality and
consistency.
Branded Audio We create podcasts
and other audio content to add value
to brands.
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8. The solution is generative sound. Performed live by
computer according to algorithms that we design for
precise psycho-psychological outcomes, generative
soundscapes are relatively association-free; being
ever-changing, they don’t bore staff or customers with
repetition. They can be unique to the brand if custom-
made, and they are optimally effective because they are
designed using our SoundFlow™ model.
Generative soundscapes may emulate natural or urban
soundscapes, or simulate musical styles; they are typically
played at ambient levels, operating at subconscious level
rather than being foreground sound. They may combine
recorded clips and purely generated melodies, harmonies
or sounds.
Our generative soundscape design service comprises
design, creation (including all required recording, editing,
production, programming and testing) and installation.
Generative soundscapes
Music is expensive, fickle and hard to brand.
And yet retail sound must be designed
because research shows that the benefits
are potentially huge in increased sales and
improved customer experience.
Soundscape Showreel
Click here to hear samples of some the scientifically designed generative
soundscapes that we have crafted for clients across the globe.
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9. The Player performs psycho-acoustically programmed,
generative soundscapes live – creating them locally in real time,
ever changing and never repeating. Players can be standalone
or, when connected to the web, each has its own IP address and
can be addressed individually or as part of a definable zone or
region. The box is small, robust and simple to connect.
The Composer is a pro software application that allows sound
designers, composers and programmers to create generative
soundscapes, downloaded to the Player as patches including
samples and instruction sets.
The Server is a web-based control application that allows us
to schedule soundscapes or playlists, changing timings or even
content across any number of remote web-enabled sites at just
30 minutes’ notice. The secure Server is accessible from any
web-enabled device.Our Ambifier generative sound system
Is high quality, cost-effective, flexible
and simple to install and operate
TM
The Ambifier is the world’s first commercial generative
sound system. Played live rather than recorded,
generative soundscapes flow endlessly and do not
repeat themselves. We design them scientifically
to create appropriate, effective ambiences that are
often used to increase dwell time or productivity, or to
reduce stress and fatigue.
The Ambifier system is the state of the art in delivering
flexible, high quality sound of any kind into multiple
locations. It uniquely creates stunning generative
soundscapes – and of course if required it can also
play music playlists just like a traditional system.
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10. We custom-configure and then install one Alchemizer device*
in your existing system, and the sound is radically improved for
a tiny fraction of the cost of replacement.
Of course there’s a lot more that goes on below the surface:
we take one of your loudspeakers and carry out intensive and
extensive bench testing on it, as well as analysing your space
so that the custom algorithms we program into the Alchemizer
produce the best possible effect.
Get a whole new sound system - without getting a whole new sound system!
™
Many commercial spaces suffer from low quality sound systems
with thin, distorted or downright nasty sound that undermines
the brand and degrades the customer experience. Often these
systems were installed purely for PAVA and have only later been
used to play music or other sound, so they are simply not fit for
purpose.
Replacing the whole sound system is prohibitively expensive, so
what can be done?
At last there is a solution. Our unique Alchemizer combines
sophisticated leading-edge hardware with bespoke algorithms
programmed by world experts.
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11. Case Studies
Glasgow Airport
Harrods
BP
Helm Bank
Nokia
Waldorf Astoria Syon Park Hotel
Sonae Sierra
Capital Shopping Centres
Marks & Spencer
Fanta
City of Lancaster
Bank Muscat
Unibail Rodamco
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12. Glasgow Airport soundscape
With a gentle, ambient soundscape in the
common parts of the airport, we improved the
customer experience - and sales in the airport’s
shops increased by 3-10%. The challenge Airports are stressful places. Tight deadlines,
depersonalisation, encountering the unknown and unfamiliar...
These and other factors create stress for most people who enter
an airport. Our task was to reduce that stress by using sound.
We had only a small number of PA loudspeakers to use, in
common areas such as walkways and the departure lounge.
The solution We designed a gentle, generative soundscape
including birdsong by day and water by night, with uplifting, slow
tempo musical elements. Birdsong creates feelings of security
and wakefulness, and counteracts the sterile, mechanical feel
of an airport. We played the sound on alternate days for three
months, at a very ambient level - barely perceptible, and in many
cases not consciously noticed by passengers.
The outcome Customers were almost universally positive, once
they noticed the sound. (Only one disliked the sound as she
thought a bird was trapped in the building.) We compared till
receipts for ‘sound on’ days against ‘sound off’ days and found
that sales in the shops in the airport rose by between 3% and
10%, depending on the shop; the largest rise of 10% was for
the main duty-free shop owned by Heathrow Airport Holdings.
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13. Harrods SOUNDSCAPE | AUDIT | CREATION
We have contributed to the establishment
of an extraordinary multi-sensory
experience which ensures that Harrods
remains one of the world’s true retail
destinations in its own right.
The challenge Harrods is a diverse and heterogenous soundscape,
comprising seven floors of over 90 departments with more than 150 discrete spaces. There was no defined sound strategy: sound systems varied from room to room, many noise sources were present, and in many rooms staff were bringing in their own music to play on standalone CD players. The result was a patchwork of variable and often inappropriate sound.
The sol ution Initially, we audited the entire store over five days, measuring,
recording and critically assessing soundscapes in several hundred carefully
chosen locations. From this data, we produced a comprehensive report,
which highlighted every existing issue, described the action required to solve
it, and also yielded a detailed Sound Strategy for the store. This defined
140 zones and gave detailed recommendations for dozens of playlists and
generative soundscapes.
The outcome The Sound Agency’s work in The Toy Kingdom is a first for
the retail landscape in terms of scope and creativity. Its launch was a great
success, both externally via overwhelmingly positive media coverage and
internally from endorsement at CEO level.
We have successfully demonstrated the potential for well-designed sound in
the retail environment as an alternative to generic music and contributed to
the establishment of an extraordinary multi-sensory experience in the store.
The Sound Agency beat stiff international competition to claim the 2012
Audio Branding Award for its work in Harrods’ Toy Kingdom.
Harrods Toy Kingdom Soundscapes
Harrods Luxury Glassware Soundscape
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14. BP soundscape
Our birdsong-based soundscapes in
BP’s five star bathrooms have had a major
impact on customer satisfaction ratings of
service stations.
The challenge BP found from customer research that
its service station bathrooms were the source of great
dissatisfaction, doing great damage to the overall customer
experience.
The solution The company wanted to trial a new concept:
five-star bathrooms, including improved cleanliness, pleasing
decor with large colourful nature pictures - and a relevant
soundscape. We worked with the global brand marketing
and innovation team and created a generative soundscape
of psychoacoustically adapted birdsong, designed to elicit
feelings of open space, security, alertness and a connection
with nature. We delivered the soundscape with Ambifier™
decoders using Flash cards to store the audio.
The outcome Trials in Austria, Spain and the UK showed
that customer satisfaction in the test sites leapt by 50%,
from 6 out of 10 to 9 out of 10. People were coming out of
the bathrooms smiling. Birdsong was specifically mentioned
by a significant number of interviewees as a factor in their
enjoyable experience. BP records this trial as their most
successful customer brand experience experiment ever. Five
star bathrooms (including the birdsong soundscape) are now
rolling out across Europe.
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15. City of Lancaster soundscape
The Sound Agency has brought the relaxing
sounds of nature and calming music to the
City of Lancaster in California. The challenge The city’s Mayor R Rex Parris became interested
in The Sound Agency’s approach of designing generative
soundscapes to produce defined psycho-physiological effects.
Mayor Parris saw the opportunity to improve wellbeing and lower
crime rates by installing a relaxing soundscape for walkers along
Lancaster’s half mile pedestrian precinct, recently renamed BLVD.
The solution The soundscape includes birdsong to produce a
feeling of security, gentle water to evoke purity and serenity, and
music at half the speed of the typical human heartbeat to entrain
people down to a slower pace of movement. The soundscape
plays for five hours on weekdays – from 9 to 11 am and then
again from 1 to 4 pm – from more than 70 loudspeakers mounted
on poles above BLVD’s central parking spaces or hidden inside
small green covers among plants along the sidewalk.
The outcome Media interest has been intense both in the
USA and worldwide, with the installation being covered in the
press, radio and on prime time TV. Reaction from the citizens
of Lancaster has been very positive. “I love it. I really do. I wish
I could get (the soundtrack) in my store,” said Lisa Ballentine,
owner of a formalwear shop, while the sheriff’s Captain has
reported that crime rates have improved since the soundscape’s
installation.
The City of Lancaster case study
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16. Helm Bank audit | guidelines | soundsca pe
Helm Bank in Colombia has created the
world’s first integrated multisensory brand,
including every expression of BrandSound™. The challenge Colombian banking is very traditional. Banco de Crédito
was the most prestigious banking group in the country. With a bold
move into retail banking, it rebranded to become Helm, with a world-
leading multisensory programme that delivers its brand in all five senses.
A bank has many sonic touchpoints. Our task was to create a framework
that would make them all consistent with the new brand, and with one
another, as well as with the other sensory brand elements, such as
fragrance and taste.
The solution We visited existing branches and the call centre,
interviewed senior staff, absorbed everything we could about the old and
new brands, and using this data and our SoundMap™ and SoundFlow™
tools, we created a complete set of BrandSound™ Guidelines. We then
used those to create a BrandSuite™, a Sonic Logo, an on-brand music
playlist for offices, two generative retail soundscapes, music on hold, a
feature sound delivered via hypersonic speakers in each branch, plus a
voice training programme and consultancy on IVR and websound.
The outcome The bank’s top team are delighted with the Guidelines,
and with all the sonic expressions of the brand. Helm’s two test
branches went live in August 2009 with superb receptions from staff,
customers and even competitors. Customer satisfaction increased from
64% to 90% and new business in the treated branches has almost
doubled.
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17. Nokia audit / guidelines
The world’s leading communications
company knows that sound is at the
heart of its brand. We are helping to
define that sound. The challenge Nokia has one of the strongest sonic assets
in the world: across the globe, Nokiatune is played roughly
20,000 times every second. However the global brand team
realise that, as the whole brand is in fact centred on sound, a
static sonic logo is not enough to rely on for the future. Our
tasks were to assess Nokia’s sonic strengths and weaknesses,
and to create a strategy for releasing the full power of sound
for the brand.
The solution We carried out a competitive BrandSound™
audit covering Nokia and 15 other major global brands. The
results showed both strengths and weaknesses, identifying
both opportunities and threats. With these results we were
able to create BrandSound™ guidelines for Nokia, and then
to deliver detailed Brand Voice definitions and recorded
examples, going from the description of the default Brand
Voice to the correct pronunciation of ‘Nokia’ and how to
balance local creativity with global consistency.
The outcome Nokia can now move forward with clarity and
direction. Senior management have now bought into the
importance of audio branding and further implementation
projects are in the pipeline.
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18. Waldorf Astoria Syon P ark Hotel INSTALLATION
We created unique historical sound
effects, triggered to produce an enchanting
experience in sound for guests. The challenge The Waldorf Astoria Syon Park is a brand
new five star luxury hotel, built in one of the most historic
locations around London, at Syon Park, ancestral home of
the Duke of Northumberland. The hotel wanted to give guests
something unique that would connect them with the rich and
varied history of the site.
The solution We wrote and recorded a set of over 100
playlets, each performed by actors with full sound effects,
each bringing alive a fragments of sound that might have
been heard during the centuries of historic events at Syon
Park – but none more than a few seconds long. These
soundbites are triggered by motion sensors as guests enter
either of two corridors, and are delivered by hypersonic
loudspeakers, so that they sound as if they are coming from
the air right next to one’s ears.
The outcome The guests have been delighted by the
intriguing effects. Staff are fully briefed to answer queries and
engage in the conversation that ensues. The hotel has a truly
unique connection with the past, making a memorable talking
point and loyalty generator for the brand.
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19. Unibail Rodamco Consultancy
We are working with Europe’s leading
retail property company to create a
thorough sound experience in the
largest mall in the Nordics. The challenge Unibail-Rodamco is Europe’s leading retail
property company, with a portfolio of €29.3 billion. The
company prioritises customer experience as a means to add
value and increases revenues. Together with the UR Lab &
Concept Studio we are working on the flagship project Mall
of Scandinavia in Stockholm to create sound environments
that will produce a fantastic customer experience, contributing
positively to dwell time, footfall and sales.
The solution We carried out an off-plan audit and a
workshop for the Mall of Scandinavia team and are producing
BrandSound™ guidelines and a Sound Action Plan for the mall.
We are also providing BrandSound™ consultancy and working
alongside the project management team, architects and
interior designers until and after completion so as to maximise
benefits.
The outcome We are working closely with the team to
incorporate the findings and recommendations as the projects
develops. Upon completion, the largest mall in the Nordics will
become a reference in designed sound and delight shoppers.
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20. Sonae Sierra audits | guidelines
We travelled Iberia, auditing a wide variety
of shopping centres for Europe’s leading
prestige mall owner and operator. The challenge Sonae Sierra owns or runs many of
Europe’s leading shopping centres. The company is
committed to excellent customer experience, and to
maximising return for its investors. Its management
became aware of our work and wanted to assess how
sound was affecting both of these factors.
The solution We audited nine of Sonae Sierra’s malls,
from vast urban destinations to more rural centres. We
were able to derive some powerful general lessons, as
well as many quick wins and specific actions, that will
improve both customer experience and return. We derived
guidelines for the flagship Colombo mall, and presented
our findings and the guidelines to the company’s senior
management team.
The outcome The company is now integrating the
lessons learned and the guidelines. Many of the actions
have already been implemented, and the business plans
to roll out the new approach to sound to the whole estate
in the years to come.
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21. Intu Properties soundscape
We have installed a test soundscape
in Intu Watford for this leading UK
mall operator. The challenge Intu is one of the UK’s leading mall
operators and owners. With a portfolio of around £7
billion including household names such as Lakeside,
Arndale, Metrocentre and the Trafford Centre, the
company has weathered the recession well and is
committed to improving customer experience to
maximise footfall and dwell time. Commercial Director
Trevor Pereira contacted us to carry out a retail
soundscape trial.
The solution We audited Intu Watford, then carried
out our BrandSound™ workshop for the management
team there. Out of that work came a full sound strategy
for the centre, including three playlists and a generative
soundscape, plus an upgrade to the centre’s sound
system.
The outcome Customer and staff feedback has been
very overwhelmingly positive and we’re now into a long
research phase to establish return on investment.
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22. Marks & Spencer acoustic treatment
We transformed the experience of being
in a Café Revive from cacophonous to a
pleasing and refreshing ambience. The challenge M&S was receiving complaints from its
customers about the noise levels in its Café Revives, which
at the time of our engagement had just started to be rolled
out across the estate. M&S wanted to know if these were
justified, and if so what could be done.
The solution We audited five Café Revives and found
that noise levels were around double what we would
recommend due to the design using almost exclusively hard
materials, which were creating high reverberation times.
We produced a full report with recommended treatments.
We installed three different acoustic treatments in a trial
site and assessed the effect of each. We then arrived at a
recommended standard mix and installed this in five more
cafés.
The outcome The treated cafés were transformed into
pleasant spaces with optimal acoustics - living up to
their name at last. As a result of our work, M&S built the
recommended treatment mix into its specifications for all
new build Café Revives.
Treated ceiling and walls showing custom absorbers
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23. Fanta BrandSound™ comm unication
One of the world’s biggest FMCG
brands realised that it needed to align
all the senses in order to deliver the
customer experience and the marketing
effectiveness it required.
The challenge Fanta is a global giant, operating in an
increasingly competitive market. To stay ahead of its
competition, the brand realised that traditional marketing was
not enough: it needed to deploy congruent expressions in
sound (and scent) in order to create super-additivity.
The solution In partnership with BRAND sense Agency,
we ran an intensive two-day sensory branding workshop at
Fanta’s headquarters in Atlanta. Through a series of potent
interactive exercises, we started to map the rich and exciting
possibilities for the brand in sound, allowing us to produce a
unique package that contained all the sensory expressions
of the brand in physical form, making it easy to communicate
the multisensory brand to and engage with key stakeholders,
customers and employees.
The outcome We produced 150 copies of a PlayBox™ which
contains sensory expressions of the brand. We created ideal
sounds of Fanta, from sound effects to music, communicating
the brand’s new direction to the extended brand team
worldwide. Next steps are to create a suite of Fanta sounds
for use in all TVCs, communication and websites, plus a sonic
logo.
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24. Bank Muscat BrandSound™
We created soundscapes and a sonic
logo for Bank Muscat that expressed
its global aspirations while retaining a
fierce pride in its culture. The challenge Bank Muscat wanted to improve and
differentiate its customer experience in an increasingly
competitive market, and at the same time express its revamped
brand with a sonic logo that combined a global, accessible feel
with clear roots in Omani culture, which is crucial to the bank’s
identity.
The solution We created a soundscape for branches based
on a relaxing desert wadi, so that customers can enjoy the
cool air conditioning with the luxurious sounds of water and
gentle music. We also commissioned one of Oman’s leading
popular musicians to create a sonic logo that delivers a global
theme with traditional overtones while using both modern and
traditional instruments.
The outcome The bank’s management are committed to
rolling out the soothing soundscape into rural branches. The
sonic logo will form part of all the bank’s advertising, as well as
featuring in QMatic devices, ring tones etc.
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25. Contact us
W www.thesoundagency.com
A 3000 Hillswood Drive, Hillswood Business Park, Chertsey, Surrey. KT16 0RS
W
atch our chairman’s 4
T
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s
Download a free chapter of
Julian’s book ‘Sound Business’
Julian Treasure Chairman
E [email protected]
T [phone]
Emiliano Ramos Business Development Manager
E [email protected]
T [phone]
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