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Roscoe Williamson
Global Strategy Director at MassiveMusic, who presented new IPA-linked research on the impact of music and sonic branding on campaign ROI, pricing power and brand fame.
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Oct 14, 2025
• 40min
Beats, bots and influence: new effectiveness research you need to know
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This episode features Dom Charles, Managing Director at Wavemaker UK, who shares groundbreaking insights on influencer effectiveness, highlighting their strong short-term ROI and lasting brand impact through trust and creator fit. Roscoe Williamson from MassiveMusic reveals that engaging music can boost ROMI by up to 32%, emphasizing its role in increasing perceived product value. Finally, Will Lion discusses AI's role in creativity, warning against sameness while advocating for its use as inspiration to enhance brand distinctiveness.
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