Musician, composer and producer, Michaël Boumendil graduated from EDHEC with a degree in Marketing Communication. In 1995, at age 23, he founded the agency Sixième Son and with it, invented the concept of musical design and audio branding. The pioneering approach of Sixième Son was quickly noticed, and the young agency’s innovation was applauded by the press. In just a few months, Sixième Son won most of the major awards for entrepreneurship, most notably the one from l’Association Jacques Douce of La Fondation 3 Suisses, as well as the award from Défis d’Or. Michaël Boumendil became the flag bearer of an innovative field, which promoted brands in a very new way.
Presentation: Peugeot’s Audio Branding Program