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Podcasts

Power of Audio

The Power of Audio is an original podcast series brought to you from Pandora for Brands. Each episode takes a deep look into the ways audio and sound impact our lives. Together, we’ll explore how brands can harness audio to tell stories, create connections and drive advertising ROI.

Episode 33: Experiencing the Magic of Abbey Road Studios with Isabel Garvey

Welcome to our Power of Audio Podcast. This episode is part of our Pandora Presents Pass the Mic series—an initiative that amplifies women’s voices in the audio industry and explores how audio has played a role in their success.

At first glance, you may think that only the best of the best are allowed to record behind the big, beautiful oak doors that open into the legendary Abbey Road Studios. But, that’s not true—thanks to the careful direction of one Isabel Garvey.

Isabel, a music industry veteran, became Managing Director of Abbey Road Studios in 2014. Under her leadership the company has implemented the largest investment in their studio spaces since its inception—launching Equalize (a gender equality initiative), Abbey Road Red (a tech incubator), and Abbey Road Institute (an educational arm)—all working to increase accessibility to studio resources and expertise for artists everywhere.

Tune in to Isabel’s episode for a fascinating conversation on:

  • How a career in finance led to managing one of the most famous studios in the world
  • Reopening in the wake of a global pandemic
  • Harnessing the power of innovation to keep Abbey Road Studios relevant and foster the work of emerging artists through Abbey Road Red
  • The importance of ally-ship in forging and advancing careers for women
  • Reflecting the diversity and inclusivity of the music industry in Abbey Road Studios recruitment and employment processes

Host: Lauren D. Williams
Producer: Ella Tatum  Learn More

Episode 32: Show Me What Your Boardroom Looks Like with Amani Duncan

Welcome to our Power of Audio Podcast. This episode is part of our Pandora Presents Pass the Mic series—an initiative that amplifies women’s voices in the audio industry and explores how audio has played a role in their success.

Social movements fighting for justice and equality, like Black Lives Matter, have been sweeping the globe. And in response, corporate America has rushed to say….a whole lot of bullet points. While some are genuine and others not, only time will tell if organizations will stick to their word.

To discuss how brands should respond, we sat down with Senior Executive, Amani Duncan. With over 30 years of experience in the music biz, Amani has been forging the way for women of color to get a seat at the table.

Tune in to Amani’s episode for a deep and powerful conversation on:

  • Her bold journey to the top and how she’s pulling up chair for others
  • The Black Lives Matter movement, D&I officers, and “urban” programming
  • Advice to young women trying to break into the music industry
  • Starting her own ‘No Need to Ask’ community, podcast, and soon-to-come book

Executive Producer: Jocelyn Hudak
Host: Lauren D. Williams   Learn More

Episode 31: Being of Service; Brand Spotlight on Unilever + United for America

In a time when communities across the world are struggling, there is a need for brands to provide guidance and support. Beyond shifting messaging, how can companies truly step into leadership by demonstrating themselves as vital to people’s lives?

As part of our SoundCheck campaign, we are highlighting brands and advertisers who are doing it right. Enter: Unilever and their new United For America initiative.

In today’s podcast, Priscilla Valls, VP of Agency, Advertiser, and Industry Partnerships, chatted with Jeni Gardner, Unilever’s Senior Director of Media for North America, to discuss how Unilever is not just talking the talk, they’re walking the walk.

Jeni also discusses how to rally as an organization, what’s important for a strategic media mix, and how audio plays a role in her life. To start thinking about how your brand can rise to the moment, take a listen now.

About Unilever and United for America

In March, Unilever announced a donation of 100 million euro globally. And in the U.S, they’re donating over $20 million worth of products such as Dove, Knorr and Seventh Generation cleaning products, through organizations like Feeding America and Direct Relief. Their efforts include both financial support and creative acknowledgement — Unilever has donated more than 200,000 masks to local New Jersey hospitals, and created a film to recognize their hard-working factory workers helping create essential products, and keeping store shelves stocked.

Giving is greater when we all get involved. On May 21st, Unilever announced its first annual Day of Service. Unilever donated the equivalent of one day’s worth of the products produced at their US factories to Feeding America and Direct Relief. Their corporate employees and partners virtually volunteered with national and local organizations, and consumers were invited to send letters of gratitude to the 11,000+ essential food bank employees across the country.

Already, Unilever brands have contributed the following:

  • Dove and Vaseline donated $2M to direct relief in the US to provide PPE to frontline health care workers
  • Dove portfolio of brands donated products and services towards Feeding America, and 2000,000 masks to local hospitals in NJ, where they are based
  • Many brands created hygiene messages to remind people of the importance and best way to wash your hands
  • Shea Moisture created a fund of $1MM to support women of color business owners who are helping their communities during this time
  • Hellmann’s launched a Food Relief Fund that is committed to providing 30,000 meals to healthcare workers in NYC, Hellmann’s birthplace
  • Lipton donated 1M cups of tea to hospital staff, frontline workers and food pantries
  • Knorr is working with nonprofit partners like The Food Trust and A Better Life Foundation in local communities to provide access to nutritious food through this crisis and beyond

For more insights, content, and best practices visit SoundCheck.

This podcast was recorded on May 20, 2020.
Executive Producer: Jocelyn Hudak
Editor: Ciara Fanlo
Host: Priscilla Valls  Learn More

Insights Lab

The Insights Lab Podcast brings Pandora and industry experts together to discuss new and actionable insights that can help marketers develop their audio strategy.

Episode 10: Leveraging Frequency as a Strategy with Kantar Millward Brown

Timestamps:

  • 2:00 - Why is there no magic bullet number?
  • 4:20 - What are the primary factors for thinking about frequency as a strategy?
  • 5:23 - Is more frequency always better?
  • 7:03 - When should you rotate your creative?
  • 9:38 - What are some current and future trends around frequency?

Choosing the optimal frequency for your campaign can seem like a daunting task, particularly because there are so many variables that go into choosing one. We’ve done a ton of research on the topic and unfortunately, there is no easy, universal number that will fit every campaign. However, our research has shown that there are ways to think about frequency strategically.

In this episode, Megan McCoy, Senior Manager on Pandora’s Ad Innovation Strategy team, virtually chats with Zachary DeWalt, Senior Director, Insights at Kantar Millward Brown, North America to discuss these topics. The conversation includes tips for when it might be time for creative rotation, why more isn’t always better, and how to generally start thinking about frequency through a strategic lens.

For more information about working with Kantar Millward Brown, please reach out to Zachary DeWalt at Zachary.DeWalt@kantar.com.  Learn More

Episode 9: Using Insights to Fuel Your Creative Strategy

Episode Chapters

1:18 - How do you know if your value proposition is being correctly identified with your brand?
7:30 - How can you tailor your creative to target lower funnel activations?
16:40 - How does creative messaging impact perceived brand value and how can marketers optimize around that?


How is your brand represented in your creative? In exploring our new Test & Tune opportunity, Megan McCoy, Senior Manager of Ad Innovation Strategy, sits down with David Reiley, Pandora’s Distinguished Scientist, and Roger Gehrmann, Pandora’s Group Creative Director, to discuss how to use insights to create an actionable creative strategy.

This episode answers questions about how to increase your brand value in audio, how tactics that work in TV or social media might not be as effective in audio, and how to make sure your creative continues to resonate with your audience.

To learn more about how Test & Tune can provide insights into your next audio campaign, connect with us here!  Learn More

Episode 8: Test & Tune Tackles Causal Effects in Media

Episode Chapters

1:26 - What is the difference between correlation and causation?
5:54 - How does this correlation versus causation show up in advertising?
11:55 - There is a common practice of trying to slice and dice data to make your campaigns look good - but what risks are inherent in this practice?
19:04 - What is our new Test & Tune methodology and what advertiser problems is it solving for?


Data is more crucial for marketing than ever before, but are your campaigns set up to measure true causal effects? Why might your media mix model be giving your flawed information? And why does this all even matter?

In this episode, Megan McCoy, Senior Manager of Ad Innovation Strategy, chats with David Reiley, Distinguished Scientist at Pandora, about our new Test & Tune opportunities. Test & Tune uses a combination of randomized control groups and ghost ads to measure true causal effects of campaigns in order to provide advertisers greater insight into creative resonance and actionable opportunities for optimization.

To learn more about how Test & Tune can provide insights into your next audio campaign, connect with us here!  Learn More

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