The Manila Times

Audio agency partners with branding powerhouse

MANILA-BASED agency Homonym, pioneers of sonic branding in the Philippines, has partnered with Dean Aragon. The branding powerhouse lends his craft as a special advisor for sonic branding and multisensory experience.

Mike Constantino, Homonym founder and chief executive officer (CEO), was all praises about Aragon being onboard. “I’m delighted for our collaboration as we expand the Homonym soundscape in the Philippines and beyond.”

“We have already seen the level and quality of our work greatly improve with Dean in the fold. Ensuring that we consistently release global-worthy audio and sonic branding output is just the beginning of Homonym’s mastery of this space.”

A career Unilever marketer, Aragon joined Shell International in 2014 and hit the ground running. Since then, the global energy company has boosted its sonic identity and is now the second ranked sonic brand in the world. He is currently the CEO and vice chairman of Shell Brands International based in Zurich, Switzerland. The award-winning “The Sound of Shell” is his magnum opus.

Aragon also expressed his excitement with exploring the sound of the Philippine market. “I believe in the passion, talent and soul of Filipinos. For starters, we love our music. We love singing and dancing to it. Filipinos remember the jingles of restaurants and other products. They even have brand sonic logos as ringtones for their phones. So, I know that there’s a lot of potential for sonic branding here in the Philippines.”

When asked about his partnership with Homonym, he had this to share: “I believe that Mike and the rest of Homonym has what it takes to compete in the global soundscape. I’m looking forward to help take their thinking to the next level.”

Public Square

en-ph

2023-04-01T07:00:00.0000000Z

2023-04-01T07:00:00.0000000Z

https://manilatimes.pressreader.com/article/282183655314620

The Manila Times