amp appoints Reiner Erlings as Managing Director in APAC and the Middle East

amp, the leading global sonic branding agency, part Landor group, has appointed Reiner Erlings as Managing Director for APAC and the Middle East. In this role, Erlings will lead amp’s further expansion into these high-growth regions, focusing on innovative sonic branding solutions that meet the unique needs of both markets.

With over 18 years of experience in the Middle East, Reiner is renowned for his expertise in sonic branding and composition. As a specialist in creating memorable sonic identities, his contributions to brand identity are recognized across sectors, from national airlines to government, to banks and entertainment. His deep understanding of regional music trends and sonic strategy offers a unique perspective that resonates with local audiences while aligning with global standards.

Reiner’s leadership and expertise will enable amp to harness the rapid digital transformation in Asia-Pacific market, where demand for impactful brand experiences continues to rise. Building on amp’s established success in the region, with a portfolio of sonic branding work for global and regional brands like Mastercard, Mercedes, SMBC Indonesia, Telenor, Uber, and, Reiner is uniquely positioned to further elevate the company’s offerings and help businesses in APAC create truly differentiated brand experiences.

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

Lulu Raghavan, Landor’s President APAC said: “As it gets more and more difficult to stand out in any category, brands will increasingly turn to multisensorial branding as a key differentiator to build strong brand identities. I’m very excited that our clients in APAC can now access world class sonic branding solutions through the expertise of Reiner and his talented team at amp.”