Amp, part of Landor Group, has announced the appointment of Reiner Erlings as Managing Director for the Middle East and APAC. In this role, Erlings will lead Amp’s further expansion into the regions, focusing on sonic branding solutions that meet the needs of both markets.
With more than 18 years of experience with sonic branding and composition in the Middle East, Erlings has worked with brands such as Emirates NBD, Saudia, Saudi National Bank and Shahid.
According to Amp, Erlings’s expertise will enable it to harness the rapid digital transformation in the Middle East. Working with clients such as Mastercard and Mercedes, Erlings will be responsible for strengthening the company’s offerings and supporting companies in creating differentiated brand experiences.
“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.”
Before joining amp, Erlings worked as a sonic branding specialist, composer, and consultant across the Middle East and Asia. His portfolio included Gov Games, du, FIFA WorldCup Qatar, BMG Indonesia, DIB Bank, and Sony MIX India.
