TBWA\Toronto has announced a marketing partnership with ScratchVox, helping to popularize the platform as it prepares to go to market.

Started three years ago, ScratchVox, currently in beta as a free download in the App Store, uses a path-based interface to create sounds and musical compositions in real time, either with pre-loaded instrument samples or a user’s own sounds. The code behind ScratchVox allows for precise and diverse modification of the tone and sound of a sample without losing quality, giving it applications for licensing and partnerships with other music software, platforms and producers.

Jay Bertram, president of TBWA\Toronto, says the client model TBWA has with ScratchVox will be similar to the one being used for other recent win MuscleCare, where the payment is based on sales and performance. He adds that it is also an opportunity to look for new clients and business opportunities.

“I’ve noticed over the last 15 years, the number of Canadian clients that can control their marketing communications has been shrinking and [many are] consolidating to the U.S. or globally,” Bertram says. “So we’ve made a conscious effort to create new clients by searching out new companies, brands or products we think have potential and becoming their marketing and business partner.”

The win came after a referral. TBWA will be working to popularize the platform, and Bertram says the agency’s plan to do that will start with a B2B strategy as the company prepares to move out of beta and look for licensing and investment opportunities, having recently secured a patent.

“Having the patent go through is a big protector when it comes to exposing ourselves more,” says Scott Barkley, CEO and founder of ScratchVox. “That’s something it’s time to do and will be a bit of a challenge – not only getting people to use it, but understand its potential, because it is such a new and open field.”