The people
What they build
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Working at Sixième Son
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On the TechTO stage
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About
Sixième Son sells one thing: what a brand sounds like. The agency builds sonic identities, audio logos and sound design, and its own framing is "brand brain and musical heart" — strategy first, composition second. Its Toronto managing director Valentin Fleur described the method on the TechTO stage: sit down with the brand, reduce it to about three core values, run a listening session against mood boards, compose a 30-to-45-second audio DNA, then adapt that core to every touchpoint.
Michaël Boumendil founded the agency in Paris in 1995 and is its president and chief creative officer. His agency page claims more than 450 brands served and more than 2.2 billion people hearing one of its creations daily. Client work named on the agency's own pages includes AXA, Sanofi, SNCF, USAA, Etihad Airways, LaLiga, Interac, TD Bank, Michelin, Peugeot and Roland-Garros.
The agency opened in the United States in 2017 and now runs offices across France, North America, Europe and Asia — Paris, New York, Chicago, London, Barcelona, Toronto and Singapore.
Backers
Independent and founder-led since 1995 — Michaël Boumendil founded the agency and remains its president and chief creative officer. No outside investment is announced on any page read for this profile.
Quick answers
What does Sixième Son do?
Sonic branding: audio identities, audio logos, sound design and music for advertising. Its core deliverable is a 30-to-45-second "audio DNA" that a brand then adapts across ads, apps, phone lines and physical spaces.
Who founded Sixième Son and when?
Michaël Boumendil founded it in Paris in 1995. He is still its president and chief creative officer, and his agency page claims more than 450 brands served.
Where does Sixième Son work?
From Paris, with offices in New York (opened 2017), Chicago, London, Barcelona, Toronto and Singapore. Valentin Fleur is Global Head of Strategy and managing director for Canada.