WPP and iHeartMedia Launch ‘Project Listen’
June 17 2019 - 9:00AM
Business Wire
Partnership will drive innovation and learning
in creative and media strategies across all audio platforms
iHeartMedia, America’s leading audio company, and WPP (NYSE:
WPP), the creative transformation company, today announced the
launch of Project Listen to develop next-generation
insights, planning and creative capabilities in audio.
The two companies will help brands better engage with consumers
and win across all audio platforms: broadcast radio, digital
streaming, podcasts, smart speakers and live events.
Consumer listening is at an all-time high, according to new
iHeartMedia research. The study shows consumers say they are
listening to audio content for an average of 17 hours a week, with
millennials and younger generations listening the most. This
ramp up in listening is the direct result of the rapid growth
of digital streaming, podcasts, smart speakers and airpods, on top
of the massive and consistent scale of broadcast radio.
The new partnership comprises:
- 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.
Project Listen is intended to raise the bar in audio
creativity and media strategy through shared learning about what
works in the evolving audio landscape. The partners will help
marketers to mine audio data for insights and to deploy them across
a cohesive planning framework, from creative strategy to media
planning and implementation.
“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,” said
Bob Pittman, Chairman and CEO of iHeartMedia, Inc. “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 greenfield 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 skillsets needed
to unlock that growth.”
“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
behaviour 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.”
“People are wired for sound – it grabs our attention, sets our
mood, and triggers our memories and imagination. It transports us
from a favorite artist’s soundstage, to a podcast courtroom or even
another galaxy. It’s quite literally a soundtrack for our lives,”
said Brad Hiranaga, NA Chief Brand Officer, General Mills. “Because
audio is an incredible driver of culture and yet is so personal,
it’s a profound way to tell a brand story that connects with people
authentically in the right moments of their day. That connection is
a great match to our mission for our brands to create experiences
for people and provide value in their lives.”
“Marketers spend a lot of time perfecting the way their brand
looks, but today there is an equal need to focus on how they
sound,” said Leslie Sims, Chief Creative Officer for Ogilvy USA.
“With the growth in listening, sonic branding is becoming an even
more vital part of the creative process. Project Listen will
challenge us to experiment even more as we work with clients to
explore new sonic solutions.”
“At GroupM, our single-minded focus is on helping clients to
best utilize the media that can help deliver growth for their
businesses,” said Tim Castree, CEO, GroupM North America. “Like
every other medium, audio is quickly evolving. This requires work
with our clients and our partners to test and learn how to leverage
the scale and reach of audio, and the creative and innovation
potential of new platforms, which is what we’ll do with Project
Listen.”
Project Listen was announced today at the 2019 Cannes Lions
International Festival of Creativity during a special live podcast
at the WPP Beach. The podcast featured Brad Hiranaga, Chief Brand
Officer, General Mills; Bob Pittman; Tim Castree; Leslie Simms,
Chief Creative Officer of Ogilvy US; Ryan Seacrest, host of On Air
with Ryan Seacrest, Live With Kelly and Ryan and American Idol; and
host Will Pearson from the hit podcast, Part Time Genius.
About iHeartMedia
iHeartMedia is the #1 audio company in the United States,
reaching nine out of 10 Americans every month – and with its
quarter of a billion monthly listeners, has a greater reach than
any other media company in the US. The company’s leadership
position in audio extends across multiple platforms including 848
live broadcast stations; its iHeartRadio digital service available
across more than 250 platforms and 2,000 devices including smart
speakers, smartphones, TVs and gaming consoles; through its
influencers; social; branded iconic live music events; and podcasts
as the #1 commercial podcast publisher. iHeartMedia also leads the
audio industry in analytics and attribution technology for its
marketing partners, using data from its massive consumer base.
iHeartMedia is a division of iHeartMedia, Inc. (PINK:IHRTQ).
Visit iHeartMedia.com for more company information.
About WPP
WPP is a creative transformation company. We build better
futures for our clients through an integrated offer of
communications, experience, commerce and technology. For more
information visit www.wpp.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20190617005394/en/
Niken Wresniwiro, WPP+44 (0)20 7282 4600 / +44 (0)7876 005
489niken.wresniwiro@wpp.comDavid Grabert,
GroupM917.428.3952David.grabert@groupm.comAngel Aristone,
iHeartMedia646-343-2410Angelaristone@iheartmedia.com
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