Sounds are being made whether we realize it or not.  It’s not a question of creating sounds, it’s about being mindful of the sounds that we create.  Is our sound sincere or is it just a happy (or sad) accident?

Patrick Givens, Vice President and Head of VaynerSmart, and I discussed all things sound marketing in this latest episode of Sound In Marketing.  There was so much good information, I decided to split the interview into 2 parts. This is Part 1 of my interview with Patrick Givens.  

In this current world of a “screenless society”, increased digital audio engagement is occurring with a secondary attention to the actual sounds created.  Even at Cannes this year, Patrick witnessed that the focus is still more on traditional broadcast and print focused marketing. This is largely a result of the categories that are lacking, requirements and expense of submissions along with a more traditional based judging process.

As a result, Patrick observed some great thinking and strategy but not the most innovative channel planning.  There was some creative thinking and compelling strategy but a lack of representation largely due to the reasons I stated above.

Our willingness to experiment is crucial in this time of innovation and evolution.  We need to harness these creative opportunities and come up with compelling strategy.  This can be achieved with a smaller initial investment while contemplating the risk ahead of time to avoid problems way down the road when AI ethics are more clearly defined.  

Now is the time to build a relationship between brand and sound strategist; to understand operational context, analyze user and customer desire, learn what the brand’s core identity and objectives are, and keep an eye on the reality of where the brand stands in the audio space at present day as well as the future.

Tune in next Wednesday September 18th for Part 2 of my interview with Patrick.  Don’t forget to subscribe, follow, add to your library, and share with a friend.  

To reach Patrick Givens, you can contact him through the VaynerSmart Website or through Linkedin.

You can find me at www.dreamrproductions.com, Linkedin, FaceBook or you can email me at jeanna@dreamrproductions.com 

Let’s make this world of Sound more intriguing, more unique, and more and more on brand.

Patrick and I discussed a number of things in Part 1 and 2 that included:

• What are the next set of important channels of media to keep our eyes on for ourselves as well as clients?
• Responsible AI ethics
• Finding compelling and innovative ways to introduce sound marketing to a client with a relatively low initial investment
• Evangelizing and educating for future sound identities
• The risks of innovation
• Exploring a client or brands core identity
• Experimenting to find the sound identity within