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· Marked lack of investment by brands and agencies

· ‘We need to get all the ingredients like music exactly right’ - says Sir John Hegarty

Despite the powerful role that music and sound now plays in advertising campaigns, it’s a resource that is often unmanaged, unmonitored and under-funded.

This is one of the key findings from a new in-depth study of how brands and their agencies are using music and sound.

Called ‘Music Matters’ the study, commissioned by soundlounge and McKinlay Consultants, and carried out by marketing consultant Clare Crean, sheds an authoritative light on the role of music and sound in marketing brands and the process of choosing and sourcing music for campaigns. (Download study here: Read full release