From Cannes, France, iHeartMedia and WPP announced the launch of Project Listen to develop next-generation insights, planning, and creative capabilities in audio. The two companies are hoping this new project will help brands better engage with consumers across all audio platforms: broadcast radio, digital streaming, podcasts, smart speakers, and live events. Here’s what this new partnership will include…
- Creative Audio Studio – Audio will be pushed higher on the agendas of creatives and media strategists with the launch of a new studio at GroupM’s headquarters at 3 World Trade Center in New York. Clients and creatives from across WPP will experiment with modern audio marketing programs, working with creative producers in a series of pilots.
- Empowering Planning – iHeartMedia’s Smart Audio Insights and audience tools will be integrated with GroupM’s proprietary data and insights tools to uncover new insights and support novel measurement approaches, all of which will be shared in quarterly intelligence reports for clients and the market. A new audio certification program for planners at GroupM’s agencies will roll out later in 2019.
- Raising Audio IQ – A new Project Listen monthly podcast is launching in Cannes with plans for 18 episodes through 2020. Lessons from the client pilots and research will be shared to help inspire more advertisers to embrace audio’s new capabilities.
iHeartMedia CEO Bob Pittman said, “At iHeartMedia, we understand the unparalleled power of audio and its ability to engage and make brands part of the daily conversation with consumers of all ages, at a massive scale. Project Listen is about tapping into the scale of audio and moving from the traditionally transactional radio business to the future of audio advertising where insights and ideas lead the way to growth for brands. Simply put, audio is the biggest green field for growth in media today, and we could not be more excited to partner with the talented teams across WPP to develop the tools and skill sets needed to unlock that growth.”
WPP CEO Mark Read said, “Consumers are listening more than ever, and we already know the power of music, voice, and sound to create engaging and emotional human connections,” said Mark Read, CEO of WPP. “As consumer behavior evolves, from the media they enjoy to how they relate to brands and make purchase decisions, it’s essential to have a modern approach to creative and strategy for all media, including audio.”
