WPP, the world’s largest advertising company, has acquired a small marketing agency called Amp that specializes in producing audio content for big brands.

The deal gets WPP about 60 new employees located primarily in the U.S. and Germany.

Since its launch in 2009, Amp has built up quite the client roster. Though it’s a relatively small agency, the firm boasts a fairly sizable list of Global Fortune 500 clients that includes Mercedes-Benz, Deloitte and General Motors.

That client roster is essential to understanding why WPP has decided to buy Amp.

There are countless marketing agencies that produce audio assets for their clients. However, not many can say that they work with major brands such as Mercedes-Benz and Deloitte.

That gives Amp an edge when it makes bids for marketing contracts.

Marketing deals in the Fortune 500 are not only about ad campaigns. There are also many administrative details to sort out, such as coordinating with stakeholders and creating performance reports for the CMO.

With its roster of multinational clients, Amp has already demonstrated that it can meet the secondary requirements involved in Fortune 500 marketing projects. That gives it another edge when bidding for contracts.

“With the rise of streaming, podcasting and short-form media, audio has become a critical component of the marketing mix,” commented WPP chief executive Mark Read. “The acquisition of amp enhances our offer to clients, helping them create immersive experiences that engage consumers on a deeper level and drive their competitive advantage.”

Now that it’s part of WPP, Amp will become part of the advertising giant’s Landor & Fitch business. Landor & Fitch is a legendary branding consultancy that has done work for the likes of Levi’s and Coca Cola over the course of its nearly century-long history.

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