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About Sixième Son

Sixième Son is the world’s premier agency exclusively dedicated to audio branding. Celebrating its 20th anniversary this year, the firm has created over 300 audio identities for B2C and B2B companies all over the world in all categories: from transportation to packaged goods, from pharmaceutical to luxury, from retail to automotive. Clients include Michelin, Lancôme,  AXA, Atlanta Convention & Visitors Bureau,  La Roche-Posay, Renault, and Sanofi. Founded in Paris, it now has offices in Chicago, New York, Moscow, and Barcelona.

Executive Bios

Michael Boumendil – Founder & Chief Creative Officer

Musician, Composer, and Producer Michael Boumendil founded Sixième Son in 1995, and with it invented the concept of audio identity and musical design for brands and companies. Then aged 23, he defined a new horizon for the exploitation of music at the service of brand communication.

The company later defined its activity under the title of “musical design,” more analogous to graphic design agencies and businesses as opposed to sound design, a discipline focused more on sound in industrial engineering, while the work of Sixième Son has a primary focus on marketing applications.

Today, Sixième Son is the undisputed leader of music branding. The agency is synonymous with both audio identity and quality, with unique expertise widely recognized in the world of branding and communications. Today, more than a third of CAC 40 companies are part of the customer portfolio of the agency.

Among the major achievements of the agency include the famous music of SNCF, the jingle of Aéroports de Paris, the music of the AXA Group, the famous musical signature of France Telecom, the audio identity of Royal Air Morocco, and that of SAMSUNG phones worldwide. The diversity of the agency’s clients demonstrates that audio identity can be for any kind of company and create concrete value for each brand, provided the audio brand is designed with true expertise, strategic vision, and creative skills completely dedicated to this work. From Coca-Cola, whose international campaign Happiness Factory 3 was wired for sound by the agency; to Christian Dior, whose salons are based on a strategy and audio contents designed by Sixième Son; to Castorama Cartier; to Unicef ​​in Army Hi; to Maxwell RATP, Sixième Son’s musical mark can be found at work in various different sectors.

A graduate of EDHEC with a specialization in Marketing Communication, Michael Boumendil has also been a Lecturer in several business schools. In 2005, Michael Boumendil was elected by his peers “Edhec of the Year” among the 13,000 graduates of this great school.