he term marque sonique (it means sonic brand in French) was first used in the mid-1980s by a French commercial producer, John-Pierre Bacellon. But it was left to Diarmid Moncrieff, presently a consultant with the London-based United Radio to introduce the theory of sonic branding in the UK, back in 1989, when he was the international sales manager with Capital Radio.

His travels and learning from advanced radio markets in countries like France and Spain saw Capital Radio's international revenues surge from almost nothing to �1 million per annum in just four years. Over the years, he has worked with leading international brands and agencies. According to Moncrieff, radio broadcasters in markets such as the UK, Scandinavia and India don't understand much about sonic branding because commercial TV became available to advertisers before commercial radio.�In markets such as the US and France, where commercial radio preceded TV, agencies and clients quickly became expert at using sound to advertise.... more