Dubai – November 13th, 2024 – amp, the leading global sonic branding agency, part of Landor group, is pleased to announce 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 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, Erlings 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 portfolio with Landor and amp includes the acclaimed sonic identities of Emirates NBD, Saudia, Saudi National Bank, and Shahid. 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 the Middle East, where demand for impactful brand experiences continues to rise. Building on amp’s established success in the region, working with global clients like Mastercard and Mercedes, Reiner is uniquely positioned to further elevate the company’s offerings and help businesses in the Middle East create truly 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.”