Strike a chord: the power of music in advertising

In this episode of Advertising Amplified, we explore the powerful yet often misunderstood role of music in advertising. Industry experts Al Young, Chief Creative Officer at St. Luke’s, and Dan McGrath, Creative Director at Bounce UK, tell Omar Oakes about the deep psychological impact of music on brand recognition and emotional connection.

Al Young is one of the UK’s most respected creative leaders and a prominent voice on the power of audio in advertising. A founding member of St Luke’s and a Fellow of the RSA, he has been recognised by Shots as one of the world’s top 100 creative influencers and by The Sunday Times as a leading industry “Mover and Shaker”. He has served in several senior roles at D&AD, including Chair of Black Pencils. Al is a passionate advocate for audio craft, sonic branding, and the strategic use of music in advertising, famously working with brands such as Heineken, Diageo and Ocado. 

Dan McGrath is a multi-award-winning media composer with extensive experience across TV, radio, branded content, and largescale commercial productions. His background spans sound engineering, radio production, and composing for major broadcasters, including shows like Strictly Come Dancing and Radiocentre’s own sonic branding. This gives him a rare, truly rounded understanding of how music works emotionally and commercially in media.

The discussion covers the history and significance of jingles, the difference between sonic branding and traditional jingles, and the practical challenges and opportunities of integrating music into multi-platform campaigns.

We also touch on the evolving role of AI in music creation and how it might influence the future of audio advertising. The episode underscores the importance of music as a long-term brand asset and offers insights into how agencies can effectively leverage this powerful tool in their marketing strategies.

Highlights

  • 00:56 The Secret Weapon: Music in Advertising
  • 02:03 Why Music Matters in Advertising
  • 03:11 The Impact of Jingles and Sonic Logos
  • 03:45 The Cost and Value of Music in Advertising
  • 05:11 Creating Memorable Music for Brands
  • 07:53 Sonic Branding vs. Jingles
  • 13:05 Bridging Creativity and Client Needs
  • 17:14 Brands and Music Ownership
  • 17:58 The Role of Music Across Platforms
  • 19:11 Consistency in Music Branding
  • 19:36 The Power of Audio Signatures
  • 22:40 The Impact of AI on Music Production
  • 28:15 The Future of Music in Brand Building