Monte Bowden knows a thing or two about advertising and marketing. He studied Communications in college and then worked in a TV News station for years, rising in the ranks from intern to news director.  He also served as an adjunct professor in communications at his alma-mater.  Monte joined AMPERAGE as a communications strategist, leading PR efforts for agency clients. And with his well-rounded background in storytelling, video production and management, Monte has worked in a variety of roles there.  He currently serves as a Creative Director - and is someone I've had the absolute pleasure of working with for many years now.In the first part of our conversation, we spoke about a lot of different things, such as:How he developed his love of sound, starting with radio - and how it influenced the college he choseHow radio led to working at a TV news station, learning a lot about video, writing, producing and managingHow he started working with Amperage (hint: it had to do with a chance meeting in a grocery store!)The differences and similarities between working in TV News and working at an Ad AgencyThe use of wireless mics in the newsroom - and how that transformed the storytellingHow storytelling factors in to his work nowEmotional decision makingHow sound might best be used in fundraising and in advertising to draw someone inHow everything works together - sound effects, good scripts and SILENCEWhere music fits in (and how it should be thought of early in the process rather than later!)A case study about how he and his team came up with an ad for a hospitalHow technology would change the development of a commercial like thisThe story behind the NBC three note "audio branded" toneHow sound can be described in writing - and how much more effective that can make itDesigning sound for advertisingYou can find more information on Monte and Amperage on their website at https://www.amperagemarketing.com and on Facebook at https://facebook.com/AmperageMarketing.This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/). Would you consider reviewing the Audio Branding Podcast?  If so, here's the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  And if you like what you hear (and read!) - please do share it with anyone you think might be interested. Thanks so much!