Yorkshire Tea is the brand that does ‘everything proper’. It’s the northern way of saying that they do things the right way. But it’s a platform built for the world of AV. Literally visualising the proper way to do something. So, the question became: how do you show people we’re a company that does ‘everything proper’ when you can’t actually show them anything? We took on the biggest radio trope, the jingle, and showed the nation the ‘proper’ way to do it. The result? The ad was a proper success! 85% of listeners believe the ad demonstrates that Yorkshire Tea is a “brand that believes in doing things properly”*. So, the message landed as intended. You can’t ask for much more than that, can you?! But on top of that, according to RadioGauge’s research, it has outperformed all hot drink beverage benchmarks for brand relevance (+20%), consideration (+26%) ad recall, with one in three commercial listeners recalling the ad. Finally, the campaign drove positive listener action, above the benchmarks for all measured actions.This included 33% claiming to purchase/use the product or considering doing this. It looks like the nation appreciates a proper jingle just as much as a proper brew!

The UK radio and audio market has evolved rapidly, driven by smart speakers and smartphone apps that have made audio truly multiplatform and more accessible than ever. Although audiences have grown significantly, advertising revenue has not kept pace. Research and feedback indicate that radio is less front-of-mind than pureplay digital channels among agencies and advertisers, limiting investment despite its scale and proven effectiveness. To address this, Radiocentre launched ‘Advertising Amplified’ in July 2025. The campaign concept, developed with Weber Shandwick, was built on a clear, research-backed proposition: radio amplifies advertising, supercharging campaign impact and effectiveness. Radio itself was used as the lead medium, demonstrating its strengths in action. A series of ads, written and produced by Radioville and voiced by comedian Diane Morgan, humorously illustrated the power of “turning up the volume” to be heard. The campaign extended across outdoor, online display, social media and a podcast hosted by Omar Oakes, all reinforcing the same message and call to invest more in radio. As outlined to the judges in Radiocentre's entry, the campaign which ran nation-wide for six months, delivered strong results for the industry body.

Many people, particularly outside the M25, increasingly see the BBC as London centric and feel it isn’t “for them.” To rebuild this emotional connection, the BBC needed to demonstrate its commitment to representing stories, people and culture from across the UK. MADE OF HERE was created to showcase the BBC’s homegrown storytelling, and emphasise that its content is not just made IN the UK but made OF the fabric and spirit of its diverse communities. The launch campaign centred on a fully integrated audio execution featuring six voiceovers from Cornwall, Liverpool, Newcastle, Glasgow, Cardiff and Belfast, each celebrating pride and locality. Alongside a national version, bespoke trails were created for Scotland, Wales and Northern Ireland, highlighting locally produced favourites such as Dinosaur, Blue Lights and Gavin & Stacey. The results are powerful: the campaign has driven a 29% uplift in “the BBC is for me,” and 75% of respondents agree the BBC reflects and represents the UK.

When Sky announced broadband price increases, it triggered a 30-day penalty-free exit window for customers. giffgaff recognised a rare moment of heightened dissatisfaction and seized the opportunity to present a timely and compelling alternative. At the centre of the response was giffgaff’s price promise through to the end of 2026: no rises across any current broadband plans. In a market defined by uncertainty and creeping costs, this offered reassurance, stability, and control, exactly when customers were most receptive to change. This work sits under the “Are you on giffgaff or something?” creative platform, celebrating the joy giffgaff customers experience thanks to the network’s value, flexibility, and simplicity. The platform reinforces giffgaff’s challenger spirit, positioning the brand as a straightforward, feel-good alternative in telecoms. Audio was selected as the natural strategic channel for immediacy, intimacy, and memorability. “Automated Service” dramatises one of the category’s most universal frustrations: battling robotic phone systems. The script was built entirely for audio, using layered repetition,, tonal monotony and mounting exasperation to mirror real-life experience - an automated voice and a frustrated customer, who wants to ditch his price-hiking broadband provider. Each misheard option and circular instruction peaks tension until giffgaff cuts through cleanly and calmly with a simple promise: no price rises and the switching process handled for you . By exploiting the unique power of sound, the execution turned a shared pain point into persuasive storytelling - strengthening credibility, reinforcing the price promise and driving switching intent during a time-sensitive acquisition window.

When Sky announced broadband price increases, it triggered a 30-day penalty-free exit window for customers. giffgaff recognised a rare moment of heightened dissatisfaction and seized the opportunity to present a timely and compelling alternative. At the centre of the response was giffgaff’s price promise through to the end of 2026: no rises across any current broadband plans. In a market defined by uncertainty and creeping costs, this offered reassurance, stability, and control, exactly when customers were most receptive to change. This work sits under the “Are you on giffgaff or something?” creative platform, which celebrates the joy giffgaff customers experience thanks to the network’s great value, flexibility, and simplicity. The platform reinforces giffgaff’s challenger spirit, reminding the nation that there’s a mobile (and now broadband) provider that’s straightforward, transparent and makes you feel joyful. Audio was the strategic channel for immediacy, intimacy, and memorability. “I’m Leaving You” harnessed Valentine’s season, opening as an emotionally charged romantic break-up. Through careful pacing, vulnerable vocal delivery and tonal shifts, listeners resonate with the familiar cadence of a relationship ending before discovering it’s a broadband provider that’s being dumped. Emotional misdirection amplifies engagement, allowing the audience to visualise the scene before the reveal reframes switching as an act of self-respect. By combining cultural relevance, category insight, and a script built specifically for audio, the execution transformed competitor disruption into a confident, customer-first call to action — reinforcing credibility and driving switching intent.

British Airways Holidays set out to extend its Take Your Holiday Seriously platform into audio in May 2025. The challenge was to create work that felt unmistakably BA Holidays, while cutting through a crowded audio landscape and staying emotionally resonant with holiday audiences. The solution was a simple, audio-first idea built around a relatable truth: many people go on holiday, but never truly switch off. The advert takes the form of a pre-recorded voicemail message, delivered by an eight-year-old child who is clearly fed up with their mum being distracted by work, particularly on her holiday. Using a familiar format immediately draws listeners in, while the child’s voice brings warmth, humour and emotional honesty. A playful list of holiday highlights, pools, waterslides and shopping, sits alongside a deeper message: this holiday matters, and being present matters just as much. Crafted specifically for the medium, the execution relied on natural performance, minimal scripting and restrained branding to maintain authenticity and avoid creative misattribution. The result was an audio advert that felt human, distinctive and true to the platform. The work was recognised with a shortlist for Audio Ad of the Year 2025, demonstrating the power of a simple insight, carefully executed, to stand out and keep British Airways Holidays front of mind when it matters most.

Nobody tunes into radio for the broadband ads. So we stopped making broadband ads and opened up a hotline. The "Proper Deals” Danny Dyer hotline where people called in with connectivity related disasters. Danny provided quick solves with straight talk and Sky Full Fibre 150 being the resolution. The fun part was we didn't just make one script. We deconstructed our audience into specific demographic segments and designed bespoke ‘sonic stress tests’ for each listener. For gamers, we built visceral lag anxiety using SFX. For couples, we recreated the intimate death of a buffering movie. For homeowners, we layered domestic chaos - plumbing disasters meets frozen YouTube tutorials. Using sound design as story, not decoration. The proof it worked: 95% listen-through rate (industry average: 71%). Over 1.8m unique listeners reached. Sky's strongest Winter Sale performance year-to-date with measurable sales uplift in targeted markets. But here's what made it culturally sticky: the idea was strong enough to transcend the medium ‘Proper Deals’ became our whole campaign and we recut the radio scripts into animated shorts. The real win? We proved that when you respect the listener's intelligence enough to write different scripts for different people - rather than one bland compromise - you create work people want to hear.

In partnership with Cancer Research UK and EssenceMediaCom, Acast created Comedians Chatting Cancer — a special branded episode featuring Richard Herring, Matt Forde and Mark Steel, loved comedians and close friends with personal experiences of cancer. The episode swapped the bright studio lights and production gloss of many modern podcasts for a cosy room, a handful of question cards, a few biscuits, and three microphones — creating space for honest, candid conversations about cancer. Across 80 minutes, the comedians shared moving, funny, and deeply personal stories that acted as real-world proof of progress in cancer detection and treatment. The episode culminated with Dr Sam Godfrey, Science Engagement Lead at CRUK, who linked their lived experiences to tangible scientific breakthroughs made possible through sustained monthly donations to Cancer Research UK. The results? Listens well above benchmarks, an 89% listen-through rate across an 80-minute runtime, and a wave of audience responses describing the episode as moving, impactful, and “overwhelmingly meaningful.”

People’s Postcode Lottery (PPL), the world’s third-largest private charity donor, depends on ticket sales to power its impact, with a minimum of 30% of every ticket supporting good causes. November – leading into its flagship December draw – is its most commercially critical moment. After years of record-breaking, TV-led growth driven by the now-iconic “Is Your Door in the Draw?” campaign, PPL faced a new challenge: how to break records in an increasingly fragmented media landscape. To exceed an already exceptional benchmark, the brand needed more than reach. It needed attention, engagement and cultural momentum during its biggest sales week. With 55% of monthly sales typically landing in the final week, the strategy was to turn this natural deadline behaviour into a nationwide cultural crescendo. The campaign unified all activity around one powerful question: “Is your door in the draw?” Podcast network Goalhanger became the catalyst for this shift. In a first-ever domination week, PPL took over four flagship shows – The Rest Is Football, The Rest Is Entertainment, The Rest Is Politics and The Rest Is History – aligning each episode around a “biggest ever” theme to mirror PPL’s biggest-ever draw. The coordinated editorial takeover extended across audio, YouTube, newsletters and social, creating a single cultural spike rather than isolated placements.

In H1 2025, Pay.UK partnered with The7stars & Spotify to increase awareness of the Current Account Switch Service (CASS) among financially vulnerable UK audiences — a broad group often underserved by traditional financial messaging and more likely to be sceptical of complex banking communications. The strategy focused on reaching audiences in trusted environments, where financial messages could be delivered with authenticity and reassurance. Podcasting offered the ideal platform, combining habitual listening, trusted talent and the opportunity for deeper storytelling. The creative idea centred on the concept of “unwanted surprises” — highlighting that while life is full of them, switching a bank account with CASS is not. Chatabix, a Spotify podcast hosted by comedians Joe Wilkinson and David Earl, was selected for its strong audience alignment, credibility and comedic tone. Rather than relying on standard host reads, the campaign featured a bespoke three-minute branded segment woven naturally into the show. The hosts shared personal stories of unwanted surprises, using humour to engage listeners before seamlessly integrating the CASS message. The segment was supported by 60” host-read sponsorships to extend reach and frequency. The activity delivered over 850,000 impressions, exceeding planned delivery by 5%. Crucially, the campaign achieved 99% reach among the financially vulnerable audience, significantly above the 90% CASS benchmark. During February 2025, when the Chatabix sponsorship was live, awareness of CASS increased by +6 percentage points month-on-month, demonstrating the effectiveness of trusted talent, authentic integration and long-form branded podcast content

Argos may be an icon of the British high street, but it’s traditionally been seen as somewhere to buy the things you need rather than the things you want. To address this perception, Argos launched the A-List - a curated list of premium products designed to prompt reappraisal of its consumer tech offering. Put simply, Argos challenged Acast and The Forge at PHD to boost awareness of the ‘A-List’, as memorably as possible. To deliver this, Argos, The Forge at PHD, Little Dot Studios & Acast created ‘And The Award Goes To…’ - a podcast and YouTube series hosted by Joel Dommett, that turned the ‘A-List’ concept on its head with a chaotic, irreverent take on the humble awards ceremony. Building on the glitzy world of the A-List, each episode invited a celebrity guest to take part in a parody awards ceremony, where they presented five brand-new, made-up awards tailored to their passions - from “The Best First Sip of a Crisp Pint” to “The Greatest Condiment on Planet Earth.”

Returning for a third series in 2025, Gaydio in Europe with British Airways evolved from destination inspiration into something more meaningful: a trusted guide to safe, affirming travel for the LGBTQ+ community at a time of increased global uncertainty. Series three culminated in a live-recorded podcast episode in front of Gaydio listeners at art’otel Hoxton, bringing the campaign to life in a shared, community-led space. The series promoted a new British Airways European route, while authentically aligning with LGBTQ+ audiences, with safety, representation and lived experience at its core. In a year where political developments and shifting attitudes have materially impacted LGBTQ+ confidence and spending behaviour, this partnership became more relevant than ever, positioning British Airways as a brand that doesn’t just connect destinations, but understands its customers.

This was perhaps the most prestigious and carefully planned piece of branded podcasting in the UK last year. The Royal Botanic Gardens, Kew chose Fresh Air to create Unearthed: A Need for Seeds. This very special a four-part immersive series was designed to raise awareness, drive visits to Wakehurst, support fundraising, and inspire behaviour change to protect nature. Recorded almost entirely on location, we transported listeners into the landscapes of Wakehurst through rich natural soundscapes and field recordings. Kew Ambassador Cate Blanchett played a central role—not only narrating but conducting interviews, collecting seeds in the field, and engaging directly with researchers. Her authentic involvement positioned her as a trusted guide, helping translate complex science into compelling, accessible storytelling. Our landmark opening episode was recorded in the gardens at Windsor Castle, featuring His Majesty King Charles III in only his second ever podcast appearance, alongside Blanchett and Kew scientist Elinor Breman. This conversation brought gravitas, expanded reach, and introduced new audiences to the vital importance of seed conservation. The impact was significant: over 520 pieces of PR coverage across national and global media; top 10 UK podcast ranking; #1 in Documentary and #2 in Society & Culture; 1.2 million minutes listened with a 68% completion rate. The social content generated 1.58 million views. Crucially, the series helped Wakehurst exceed its annual revenue target, directly supporting the Millennium Seed Bank’s future.

Breaking down is a nightmare. In an instant, you’re alone and stranded - bored, exasperated, and often scared. The road stretches on, time drags, and panic creeps in. But what if rescue arrived within the hour? What if the stress could melt away almost as quickly as it appeared? That’s the truth behind the launch of Green Flag’s new campaign. We set out to dramatise a simple but powerful fact: Green Flag is the only local rescue provider. And that difference matters. Because being local means being nearby. And being nearby means getting to you fast in your time of need - often faster than you’d think. This campaign takes Green Flag’s unique, challenger business model and turns it into a clear customer benefit. When you’re stranded, broken down and in a panic on the side of the road - Nothing Beats Near. Radio was the perfect channel to bring this idea to life. It allowed us to lean directly into the breakdown moment drivers know all too well, reaching people while they’re at the wheel and most receptive to the message. By capturing the tension, frustration, and vulnerability of breaking down we demanded attention and punctured our message with warmth and humour.

At a time when the future feels so uncertain, The Times and Sunday Times have launched the second iteration of their “Times change. The Times remains” platform. Created by MOSAIC, the campaign explores the big stories that make the future feel more uncertain and how the dedication of The Times and Sunday Times to quality journalism helps their readers understand what’s really going on. From the Berlin Wall to Trump's border wall, Thatcher to the theatrics of contemporary Westminster, this radio advert blends sound clips from political speeches of the past and marries them up with events from the present, demonstrating The Times and Sunday Times long legacy of delivering trusted reporting for over 240 years.

How do you say goodbye to a generation-defining series like Stranger Things? By inviting fans to step inside the Upside Down for themselves for one last strange adventure together. Cue WSQK The Squawk, the UK’s first branded radio station. Broadcasting 24/7 across DAB, smart speakers and Global Player, with over 1,000 hours of original, in-world content. WSQK was designed to feel alive, authentic and nostalgic, from eerie news bulletins and ads for Hawkins’ businesses to glitches and Upside Down interference. Anchored by in-world hosts Mindy Flare (a.k.a Mind Flayer and Vance Goodman (Vecna in disguise), the station pulled fans into the story, to spark conversation and fuel fandom. Using every detail to tell a story in both the craft and the content. A vintage Inovonics FM250 audio processor and remastered 1980s recordings gave the station its unmistakable period sound, while evolving glitches and interruptions mirrored the series’ escalating tension. WSQK grew with the story, culminating in a final, emotional broadcast that let fans experience one last goodbye. This was world-building at its best; an immersive, evolving universe that transported fans into Hawkins, letting them live the story rather than just watch it, for one last time.

In audio, “creative direction” isn’t just writing one great script. It’s designing a brand experience that stays coherent when it’s heard in thousands of different moments, moods and places. For TUI, we set out to do exactly that: turn digital audio into a real-time escape hatch - where what you hear reflects what you’re living through right now (the weather outside, the time of day you’re commuting, and where you are), then seamlessly pivots you into the feeling of a TUI holiday. The result was a dynamic audio system that made personalisation feel human, not robotic - and made every impression sound intentional.

As part of Begin Again’s 2025 partnership with Ancient + Brave, FlightStory’s creative team produced an ad read with Davina McCall that didn’t just “sell” True Collagen, it performed it. Set in the Begin Again studio, the ad opens as Davina sits down to record an episode. Suddenly, sitting opposite her is a futurist creature. Same face. Same energy. Same glow. Same Davina. Except this one looks like she’s stepped out of the future, dressed in a glistening space suit. Future Davina reveals to Present-Day Davina that she’s from 2045. She explains that she’s still thriving, still “Glowing like a lava lamp at Glasto” and that she’s come back in time to thank her Present-Day self for one thing: taking Ancient + Brave True Collagen every day. In a humorous back-and-forth, the two Davinas effortlessly land the key truth behind collagen: consistency is the secret, and results build over time. From throwaway jokes to big personality beats, “I hate to think how good we’ll look in another twenty years”, the ad read was designed to feel unmistakably Davina. Showcasing her cheeky, playful, and totally unfiltered self, while still hitting the brand’s key messaging, including Ancient + Brave’s commitment to 1% for the Planet. To bring the idea to life visually, AI-enhanced effects were layered in, including a shimmering aura around Future Davina, plus a hologram-style True Collagen bottle that moves in Davina’s hand. The result was a refreshing, entertaining, video-first ad read that Begin Again’s audience loved.

Topps partnered with the Sport Social Podcast Network (SSPN) to reignite the emotional connection of football card collecting as the brand returned as the official Premier League trading card partner. Rather than a traditional advertising push, the campaign focused on authenticity; using trusted football voices to communicate with fans through deeply personal, identity‑driven host‑reads. Built as a multi‑platform execution with audio at its core, SSPN empowered creators across major fan communities to deliver Topps messaging in their own voice. Liverpool’s The Anfield Wrap tapped into generational memories of collecting stickers, Arsenal’s AFTV celebrated club legends, and Manchester United’s Stretford Paddock leaned into nostalgic childhood card‑chasing. This freedom ensured every message felt grounded in club identity, rivalry and lived fandom, rather than scripted influence. Comedian Alex Brooker anchored the campaign on Let’s Be Having You, bringing warmth, humour and the tactile joy of pack‑opening into the heart of the audio work. Beyond the reads, creators expanded the campaign across social with bespoke content, from “football guess‑who” to pack‑opening challenges, adding personality‑led value that resonated with their audiences. The campaign over delivered across audio and social, but its real success lay in cultural impact. Fans actively reacted to unboxings, shared their own pulls, and re‑engaged with a brand woven into their childhoods. As Topps Marketing Director Joe Heatley‑Baillie noted, SSPN enabled direct connection with dedicated club communities across the league. This was host‑read advertising at its best: authentic, creative, and delivered by fans speaking to fans.

B2B Growth, Uncensored: How Uncensored CMO Gave System1 Direct Access to the World’s Most Influential Marketers. Uncensored CMO was created as a trusted podcast where senior marketers share open, experience-led perspectives on growth, brand, and decision-making. Its audience is highly engaged, influential, and difficult to reach through traditional B2B marketing. System1 was already recognised for its expertise in creative effectiveness but wanted a more direct and scalable way to engage CMOs in meaningful conversation. Partnering with Uncensored CMO provided a credible route into this audience, built on shared values of insight, evidence, and relevance. Rather than acting as a traditional sponsor, System1 was integrated into the editorial fabric of the podcast. Its research and evidence-led perspective featured naturally within long-form discussions, using the intimacy of audio to build trust over time and position System1 as a credible peer within the CMO community. The partnership was delivered through close collaboration. Uncensored CMO’s team secured senior leaders from Amazon, Google, AB InBev, and PepsiCo, alongside industry voices including Scott Galloway and Mark Ritson. System1’s researchers contributed insights from its competitive edge database, elevating conversations from opinion-led discussion to evidence-backed insight. Uncensored CMO is now the UK’s number one marketing podcast, with over 2.5 million downloads and 60 million social views. CMOs form the largest audience segment. For System1, the podcast is now a top lead-generation channel, helping grow Test Your Ad customers and industry credibility through increased share of voice.

For the first time, Guide Dogs introduced podcasts into its brand media mix, quickly recognising the potential of the medium to do more than simply deliver a message. Early activity focused on host reads, chosen for their ability to reach loyal, returning audiences and benefit from the credibility of trusted presenters. This success created an opportunity to move beyond presence and into partnership. Guide Dogs wanted to use podcasts not just as an advertising channel, but as a space for deeper, more meaningful storytelling. The challenge was to build understanding of the charity’s work beyond guide dogs alone, bringing to life the wider support it provides to help people with sight loss live independently, confidently and on their own terms. This needed to sit seamlessly alongside the new “Life, All In” brand ad, a celebration of people with sight loss living life to the fullest. By moving beyond traditional host-read advertising, Guide Dogs was embedded directly into the emotional fabric of podcast episodes through sponsored stories. Partnering with trusted hosts created space for extended conversations with Fern, a guide dog owner and one of the stars of the “Life, All In” brand film. This allowed the charity’s message to be delivered through lived experience rather than campaign copy. Through carefully chosen podcast partnerships, Guide Dogs demonstrated how sponsorship can create authenticity, deepen emotional connection and build long-term brand value by understanding and respecting the unique relationship between podcasts and their audiences.

Avios needed to show London and the Southeast that normal routine spending, from the morning coffee to the weekly shop, can power a dream getaway. Put simply: your everyday can pay for your holiday. To bring this to life, Acast, MGOMD, and Avios launched a year-long partnership with reality icons Sam Thompson and Pete Wicks within their Staying Relevant podcast. We challenged Sam and Pete to collect enough Avios for two Club World seats to Las Vegas, integrating the brand directly into their ecosystem. Throughout the year, we leaned into their hilarious chalk and cheese dynamic. We didn't just run ads; we wove Avios into Sam and Pete’s world, from Pete’s ridiculous Uber habits, to new studio kit, to summer party supplies via The Wine Flyer. By the time they announced they’d hit their target, the audience was fully invested. The campaign concluded with content across YouTube and Social, covering everything from the lounge check-in to an Elvis-themed wedding. The results spoke for themselves: We reached 2.1 million people organically on Social and had a staggering 87% listen-through rate across the year. The Vegas vlog became Staying Relevant’s most-viewed content of the quarter and it proved that when you entertain an audience, branded content doesn't just work, it outperforms.

In October 2025, Times Media partnered with PwC on its biggest ever solus podcast deal, building brand association with technology, innovation and leadership for C-suite executives. The campaign value was 470% more than its average podcast deals. With no existing business podcast in The Times portfolio, the partnership created a new commercial opportunity. Working closely with PwC, Times Media developed a bespoke Business podcast tailored specifically to the client’s objectives. Rather than traditional sponsorship, PwC became the exclusive launch partner of the new The Business Podcast, a weekly, journalist-led series exploring the biggest business stories through the voices of CEOs, market movers and experts. Four bespoke, co-branded episodes positioned PwC at the centre of conversations around technology and transformation. A fully integrated omnichannel strategy spanned audio, video, social, native editorial, display, newsletters and homepage takeovers. In a media-first execution, Times Media also produced a live podcast episode from The Tech Summit, amplifying PwC’s leadership credentials across YouTube and social. The campaign delivered standout impact: The Business Podcast reached No. 2 on Apple’s Business chart in its first week, achieved 66% recall, and drove exceptional brand uplift, understanding, and action, proving that credible co-creation, not interruption, builds authority at scale.

Fresh Air Media’s TV Together Podcast Strategy for TV Licensing aimed to make audiences, who are increasingly comparing it to optional entertainment subscriptions, understand and value a TV Licence. A long-form content strategy driving appreciation of what a TV Licence covers - over 400 channels of great British television and BBC iPlayer. We set out to showcase just how much a TV licence covered with a simple brief to our podcast hosts – to chat & have fun by talking about what the nation loves to talk about most: what they're enjoying on TV. The simplicity of the idea, the long-term nature of the partnerships, the trust and credibility of the shows and the frequency of the refreshes led to genuine partnerships with the podcasters, who turned 60’ ad buys into 3- 4min content pieces which never got stale. The campaign drove huge additional media value, clear brand understanding and value shifts, and strong econometric results - beating more traditional channels.

Pause. Reflect. Breathe. Listen. Fresh Air Media weaved together three podcast channels into one beautiful campaign - each reflecting that channel’s strength in storytelling. An audio and social partnership with Dig It for scale and trust; a special episode with That’s Just Wild for depth of engagement; and beautifully made immersive trails in podcasts for reach. Our focus throughout was emotional connection and transporting the listener, perfect for audio.

Wickes x Whistleblowers: Building More Than Brand Awareness Wickes TradePro faced a classic challenge: reaching time-poor tradespeople who tune out traditional advertising. Our solution? Stop advertising at them and start speaking with them. We partnered Wickes with Whistleblowers, our original football podcast hosted by Gordon Smart, Mark Clattenburg, and Ian Ladyman. But this wasn't your standard sponsorship. When the hosts realised they had nowhere to put their coffee mugs, Wickes challenged them to build their own table. Over six weeks, audiences watched it take shape through genuine banter, failures, and triumphs. Then came the brick wall challenge: could our hosts match a tradesperson's speed? Spoiler: they couldn't! This organic integration extended across channels through our EDITS video product, behind-the-scenes social content, and editorial on Daily Mail Sport. The collaboration between our commercial, product, and editorial teams alongside Wickes created something genuinely different. The results proved it worked. TradePro awareness jumped 22% among campaign recallers. The perception that Wickes offers good discounts rose 53%. Our host reads and EDITS content scored above benchmark across key metrics, including purchase intent. We didn't just run a podcast campaign. We turned a partnership into a sustained brand-building platform that delivered measurable commercial outcomes for a heritage brand reaching a modern audience.

Black Friday is noisy, with every brand competing on price. For Currys, the challenge was to make its “Lowest Ever Prices” message stand out in a way people would actually notice and remember. Instead of relying on traditional ads, we took a different approach - making Currys part of the shows themselves. Working across KISS, Hits Radio and Absolute Radio, we created formats that felt native to each station, using presenters and familiar show mechanics to bring the brand to life. From “Win the Ads” on KISS to “Shop or Drop” on Hits and Absolute, the campaign turned price messaging into something listeners could take part in, rather than something they would tune out. By building the brand into content, not around it, Currys didn’t just show up during Black Friday - it became part of the experience, making it easier for audiences to engage and act.

Driving Diaries: Reuniting Radio Icons to Redefine Fly-Drive Travel on Radio X Fly-drive holidays offer freedom but are often seen as complicated. British Airways Holidays needed to reframe perception, making trips feel accessible and adventurous. Global’s solution was immersive storytelling: reuniting iconic Radio X duo Johnny Vaughan and friend of Radio X Denise Van Outen, sending them on real fly-drive weekends to Verona and Porto with Radio X's Sunta Templeton. Listeners didn’t just hear about the trips; they experienced them through authentic journeys, mishaps, and hidden gems captured across live reads, podcasts, video, and social. Always-on sponsorship of Johnny Vaughan’s Drivetime show reinforced the message, with branded trails highlighting destinations, debunking myths, and embedding BA + Avis promises of simplicity and freedom. The campaign drove 5m+ audio reach, nearly 2m video views, 2m+ podcast impressions, and 98% listen-through rates, with long-form 15-minute YouTube content directly linked to the radio experience. By making audio and video the hero, this campaign turned a media activation into a cultural moment with real engagement.

Heart’s Seat in the Sky was a three-way partnership between Heart, British Airways Holidays and Universal Orlando Resort. British Airways Holidays worked with Universal Orlando Resort to launch Universal’s Epic Universe. This marked a big moment in the calendar for the destination of Orlando, Florida; it is the first theme park to open in the region in over 20 years. So, what bigger way to launch than with the UK’s biggest commercial radio station? The campaign objective was clear; celebrate and build awareness of the opening of Universal Orlando’s fourth theme park, Universal Epic Universe, and raise awareness and consideration of British Airways Holidays as the travel partner to book with. Heart’s biggest ever prize giveaway with a commercial partner, following six months of competitions across the station. This multi-channel campaign ran across the entire Heart network, on-air and in social, and leveraged the station’s talent to encourage listeners to participate in multiple challenges between June and September in order to win one of 49 holidays (equating to 200 seats) to Universal Orlando, on a specially chartered British Airways flight to Orlando during the October 2025 half term. The promotion was rounded off with the first-ever outside broadcast of the Mark and Olly Saturday Breakfast show.

In 2025, KFC set out to do more than serve iconic chicken, it aimed to make a real impact. The ‘Trust’ campaign wasn’t about selling chicken, it was about showing up for the community and supporting young people.  The campaign focused on KFCs impactful CSR initiatives, The Youth Foundation, Hatch & The Youth Hub, a brand-new facility in Middlesbrough which is all about empowering young people to fulfil their potential.  We wanted to build trust with younger audiences, by showing what KFC does in communities for young people and behind the scenes. This meant handing the mic to Gen Z for real stories, real action, real change - leaning into powerful human stories. The aim was to shift KFC’s image from fast food giant to community ally. This wasn’t just storytelling. It was story-doing. The campaign supported KFC Youth Foundation initiatives and their recent KFC Youth Hub facility in Middlesbrough which offers a safe space for under privileged kids with educational activities and learning opportunities.  

Škoda: Driving Discovery Through Radio Škoda set out to strengthen brand consideration and encourage meaningful action within a highly competitive automative market. The challenge was to move beyond established perceptions of reliability and value for money, and demonstrate how Škoda enhances everyday journeys for ABC1 adults aged 35-54, particularly Everyday Explorers and Families. The strategy was built on a natural alignment between Škoda’s brand idea of making everyday journeys feel more engaging and full of discovery, and the role radio plays in people’s daily lives. Radio X connects with culturally curious Everyday Explorers who actively seek new experiences, while Capital reaches families during shared listening moments in the ca and at home. Rather than relying on traditional advertising, Škoda became part of the content and experiences listeners already valued. Through deep integration with Radio X, Škoda embedded itself into major cultural moments such as Radio X is 10 Live and The Massive Decade Tour, celebrating music, exploration and shared experiences. These moments brought the brand to life through live events, on-air storytelling and experiential activations that encouraged audiences to get out, explore and make the most of everyday moments. Capital complemented this with family-focused sponsorship, promotions and live experiences, reinforcing Škoda’s relevance to everyday family life. The partnership successfully delivered against its objectives, driving strong improvements in brand consideration, positive perceptions and intent to engage with the grand, demonstrating the power of radio to influence both brand growth and behaviour.

To launch Soccer Manager 2026, Invincibles Studio partnered with the Sport Social Podcast Network to deliver an advertising campaign that redefined what podcast integrations can achieve. The campaign built on a Host‑Read format, layering a multi‑format activation spanning audio, in‑game content, social media, and real‑world football communities. The result - a fully integrated creative ecosystem that felt authentic, culturally rooted, and fan‑driven. At the centre of the campaign was Undr The Cosh, one of the UK’s most influential football podcasts. Recognising the trust and credibility the hosts hold within the football community, SSPN brokered a first‑of‑its‑kind collaboration that placed the presenters inside the game as playable characters. This created a narrative where podcast conversations and in‑game events informed each other, transforming the sponsorship into part of the show’s storytelling rather than an interruption to it. The integration extended visually through in‑game sponsorship placements for SSPN and Undr The Cosh. Social media content, featuring character clips, fan reactions, and behind‑the‑scenes moments, generated organic conversation and user‑generated content. To ground the campaign in real‑world football culture, a national grassroots kit giveaway activated clubs across the UK, broadening community reach. The campaign delivered exceptional results: 5.7 million users at launch, 360+ million matches played, 5 million in‑game sponsorship selections for Sport Social, 9.5% increase in podcast downloads, 750,000 audio impressions. With thousands of grassroots competition entries, the initiative achieved scale and local impact. More than a sponsorship, the partnership became a shared creative project, setting a new benchmark for integrated, inventive podcast advertising.

In its 13th year, the partnership between Absolute Radio and Wickes remains one of radio’s longest-running commercial collaborations and a standout example of how a DIY retail brand can be embedded into editorial content in a way that feels natural, entertaining and trusted by listeners. Built to last, the partnership has been carefully constructed over more than a decade, proving that when the foundations are solid, the results are anything but flaky. In 2025, working alongside Bauer Media, the partnership continued to evolve as an audio-first, multi-platform experience, delivering hundreds of millions of measurable impacts while strengthening Wickes’ emotional connection with audiences.

How do you say goodbye to a generation-defining series like Stranger Things? By inviting fans to step inside the Upside Down for themselves for one last strange adventure together. Cue WSQK The Squawk, the UK’s first branded radio station. Broadcasting 24/7 across DAB, smart speakers and Global Player, with over 1,000 hours of original, in-world content. WSQK was designed to feel alive, authentic and nostalgic, from eerie news bulletins and ads for Hawkins’ businesses to glitches and Upside Down interference. Anchored by in-world hosts Mindy Flare (a.k.a Mind Flayer and Vance Goodman (Vecna in disguise), the station pulled fans into the story, to spark conversation and fuel fandom. Using every detail to tell a story in both the craft and the content. A vintage Inovonics FM250 audio processor and remastered 1980s recordings gave the station its unmistakable period sound, while evolving glitches and interruptions mirrored the series’ escalating tension. WSQK grew with the story, culminating in a final, emotional broadcast that let fans experience one last goodbye. This was world-building at its best; an immersive, evolving universe that transported fans into Hawkins, letting them live the story rather than just watch it, for one last time.

Octave AI, launched in October 2025 as part of News UK’s Octave audio-visual advertising business, offers advertisers an end-to-end audio advertising solution combining dynamic creative, premium inventory, and first-party data. The platform makes audio advertising more accessible, enabling brands to deliver high-quality, tactical campaigns at scale across multiple channels and touchpoints. It enables advertisers to create high-quality audio campaigns quickly and cost-effectively. Using a range of AI-generated voices, brands can produce multiple ad variations at scale, dramatically reducing the cost and lead time associated with traditional audio production. Once created, ads are activated across Octave’s premium, brand-safe audio inventory, combining DSP-like campaign control with rich first-party data signals for precise audience targeting at scale. Through advanced Dynamic Creative Optimisation (DCO), campaigns are then continuously tested, refined and optimised in real time. Creative variations are automatically adjusted based on performance and audience response, ensuring messaging remains relevant and effective throughout the campaign lifecycle. Launch partner M&S used Octave AI to support a local store opening in Bristol, achieving a 98% listen-through rate and reaching around 200,000 users through location-specific creative. Building on this momentum, Sky leveraged Octave AI for an agile Formula 1 campaign, dynamically updating creative across race weekends to drive NOWTV subscriptions. The campaign delivered over 9m impressions and a strong brand uplift. Together, these campaigns demonstrate Octave AI’s ability to deliver responsive, performance-led audio advertising across diverse use cases.

Fever-Tree entered Summer 2025 facing a serious, and category-wide challenge: its core gin-and-tonic market was in decline, yet the business still needed to deliver short-term sales while accelerating demand for its wider portfolio of mixers and soft drinks. The task was not simply to deploy audio at scale, but to prove that audio ad tech could drive incremental, attributable sales in the real world. The solution was an attention-led audio ad tech system that reframed audio from a broadcast channel into a contextual business driver. Rather than optimising for impressions, the campaign treated Listen Through Rate (LTR) as a measurable signal for optimisation. Crucially, technology was embedded end-to-end. The campaign engineered test-and-control conditions, running in selected postcodes with control elsewhere. Circana data applied a 17-day post-impression attribution window to connect digital audio exposure to physical-world behaviour. The result was provable business effectiveness: +2.1% uplift on featured products, +1.1% on total brand sales, £289k incremental value and a £1.20 ROI. This work demonstrates how smart audio ad tech can move beyond reach, attribute real outcomes, and redefine what audio advertising can deliver in a declining category.

Audio has played an increasingly strategic role in Alzheimer’s Society’s brand building, evolving from a supporting channel into a trusted environment for delivering deeply personal messages. With the second burst of A Personal Appeal, the charity’s core awareness driving campaign, the strategy was to use audio’s intimacy to make the campaign feel genuinely personal when its message mattered most. By reaching families over the Christmas period, we encouraged immediate action if they noticed signs of dementia in their loved ones, directly addressing the charity’s annual spike in support line calls during and immediately post the festive break. Given the hard-hitting nature of the campaign, Medialab identified audio as uniquely suited to to bring the message into the homes of the nation at the specific moments across the festive period. Delivered by familiar, trusted voices, audio allowed this important message to be heard in private, reflective listening moments. Rather than relying on standard spot placements, audio was delivered to feel more natural, almost editorial, layering first-person storytelling with host-read endorsements to add credibility, context and reassurance for our audience of adults 45+. We strategically used sequencing and repetition to guide listeners from recognition to support, using audio to build empathy and deep trust. Our strategy demonstrates how audio can play a meaningful role in building an understanding of the core symptoms of dementia and reinforcing Alzheimer’s Society’s position as a vital support system for people affected.

Tesco Insurance made audio a cornerstone of its brand-building strategy, specifically developing and deploying a Sonic Toolkit. This innovative approach was key to achieving a consistent, impactful, and memorable audio brand identity across all touchpoints, allowing the brand to stand out without relying on significantly larger budgets. The Sonic Toolkit was central to the year's success, enabling Tesco Insurance to forge a distinctive and emotionally resonant brand. This long-term audio strategy delivered significant, measurable uplifts: Brand Awareness: Climbed from 48% to 52% within months of increased audio investment. Daily Web Traffic: A 35% uplift. Paid Search Referrals: A 27% increase. All were achieved with impressive cost-efficiency. This campaign, underpinned by the Sonic Toolkit, demonstrates the powerful role sound can play in building enduring brands and sets a new benchmark for innovative audio use in strategic brand development.

Sports broadcasting is defined by immediacy, yet sports advertising has historically been defined by static obsolescence. Sky Sports, the home of live action, faced a fundamental paradox: how to promote the Ryder Cup - golf’s most volatile and unpredictable tournament - using pre-recorded audio assets that risked becoming irrelevant the moment the leaderboard changed. Partnering with AMA, Sky Sports revolutionised the format by transforming the commercial break into an extension of the live broadcast. We built the world’s first "Live Commentary" audio campaign, powered by a real-time API feed directly from the course in New York. Instead of generic "watch it now" messaging, our dynamic engine generated 1,633 unique ad variations in real-time. Whether Team Europe was "3½ points up" or "fighting to hold out," the creative reflected the exact state of play, specific match-ups (e.g., Rahm vs. Cantlay), and the emotional temperature of the tournament. Delivering 4.53m impressions, this campaign did not just drive viewership; it reinforced Sky Sports’ brand equity as the undisputed leader in live innovation. We proved that for a premium broadcaster, brand building isn't just about what you say - it’s about knowing exactly when to say it.

In Summer 2025, Fever-Tree faced a pivotal challenge: its long-standing growth driver, gin & tonic, was in decline as consumers moderated alcohol consumption. To win in the most commercially important season for drinks, the brand needed to drive growth beyond alcohol and reposition its premium soft drinks as a compelling choice in their own right. We recognised that while alcohol habits were shifting, summer drinking occasions were not. Consumers still wanted something sophisticated at BBQs, dinner parties and shared cultural moments. Audio played a central strategic role: a channel inherently embedded in social time, capable of shaping mood, building trust and delivering the frequency required to shift FMCG behaviour. We created an audio-led media plan that placed Fever-Tree at the heart of British summer. Uplifting commercial radio delivered scale and mood alignment, upweighted at peak weekend moments. Podcast partnerships leveraged trusted host advocacy to normalise premium soft drinks and showcase the breadth of the range through conversational endorsements. A Wimbledon sponsorship on Times Radio added cultural legitimacy by aligning the brand with an iconic shared ritual. Rotating creative executions sustained frequency while reinforcing that there is a Fever-Tree for every taste and occasion. By using audio as a contextual and cultural lever — not simply a reach channel — we repositioned Fever-Tree soft drinks as part of summer drinking itself. The campaign drove +6.6% awareness, +5% consideration, +2.1% soft drinks sales uplift, +1.2% market share growth and delivered £1.20 ROI.

Explore’s podcast campaign demonstrates how bold channel selection, contextual creativity and strategic investment can deliver exceptional results. Building on the success of the previous year, Earmax identified podcast hosts podcasts & specific contextual categories including the True Crime genre, as a powerful yet underutilised channel for reaching curious, well-travelled audiences aged 40–60 across the UK. Rather than competing in other saturated travel and lifestyle environments, Explore Worldwide doubled down on True Crime podcasts, where deep listener engagement, a predominantly female audience and strong purchase intent closely aligned with their core customer. The campaign combined immersive, destination-led storytelling with rigorous media strategy. Ads transported listeners immediately to exotic destinations around the world – the team had chosen Colombia as an emerging, culturally-rich destination; Benin & Togo, whose Voodoo-focused itinerary aligns with the macabre tone of True Crime; and the Amalfi Coast for its broad appeal and proven sales performance. The campaign also included 19 bespoke host-read scripts, each tailored to the tone, presenter and audience of individual podcasts to maximise authenticity and effectiveness. The campaign delivered 3.7 million Pre & Mid Roll impressions, Reached over 1.57 million Unique listeners and drove over 70,000 website visits. Most importantly, it generated 988 leads and 328 purchases at a highly competitive cost per acquisition. By embracing contextual relevance and resisting conventional category norms, Explore Worldwide proved that True Crime podcasts are not only brand-safe for travel, but a high-performing channel for driving awareness, engagement and measurable revenue growth.

Strategic Audio Planning Drives Market Impact for Tesco Insurance EssenceMediacom Scotland strategically positioned audio as the central pillar of Tesco Insurance's media plan, achieving significant gains against both short-term performance metrics and long-term brand objectives. Faced with the ambition of increasing Clubcard customer brand awareness and competing with smaller budgets, audio was chosen for its unparalleled reach, cost-efficiency, and ability to engage audiences across the entire purchase funnel. The meticulously crafted strategy leveraged both linear and digital audio channels, targeting the 85% of Clubcard holders who are regular radio listeners. This intelligent channel allocation, combined with dynamic creative and consistent media spend, enabled an "always-on" approach augmented by seasonal peaks, such as a dedicated Travel Insurance campaign delivering a 51.6% year-on-year increase in Q1 share of search. The campaign delivered compelling and measurable results: Brand Awareness: Increased from 48% to 52% within months of increased audio investment. Web Traffic: A 35% uplift in daily sessions (9,588 additional sessions). Search Uplift: Audio accounted for 27% of paid search referrals, with product-specific uplifts up to 31.3%. This demonstrates audio's potent ability to influence immediate performance and enduring brand perception. Tesco Insurance's pioneering approach, driven by EssenceMediacom Scotland, serves as a powerful case study for how thoughtful, data-driven audio planning consistently delivers superior, measurable business outcomes and sets a new benchmark for innovative media planning.

Nothing beats a… podcast social extension campaign! Jet2 and Visit Malta set out to shatter the traditional image of Malta, tasking us with repositioning the island as a vibrant, year-round hotspot for a younger, trend-seeking audience. The goal was to showcase Jet2’s end-to-end travel expertise with ease while bringing Malta to life through a social-first lens. So, we created a cultural crossover. We sent the UK’s favourite etiquette expert, William Hanson (Help! I Sexted My Boss), on a joyous Maltese expedition with producer Ben. By blending William’s “proper” persona with the viral “nothing beats a Jet2 holiday” meme culture, the campaign felt more like a holiday with a friend than a corporate pitch. Acast and Wavemaker’s multi-platform campaign followed William’s journey from Stansted’s Jet2 terminal to Malta, supported by Jet2’s wonderful staff. Leveraging the instantly recognisable “nothing beats…” sound, TikToks and Reels captured the trip’s best bits, from “Jordan-style” pints in the old town to “William-esque” wine tours and historic Valletta, alongside chaotic behind-the-scenes moments and a high-stakes giveaway designed to spark conversation. The strategy delivered standout results: a +6% uplift in consideration and a +6% uplift in prompted brand awareness, with 9 in 10 likely to visit the website or recommend Jet2. Malta saw a significant uplift as a destination rich in activities, while Jet2 strengthened perceptions as friendly and reliable. With over 7 million views and 623k organic impressions, we didn’t just amplify Jet2’s message, we proved Malta is the ultimate destination for the next generation of travellers.

Mentos wanted to connect with a younger audience in a way that felt natural, not like an ad. So with KISS XTRA, we brought back Corner Shop Drop for a second series, designed to live on social from the start. The idea was simple - a series of exclusive ‘drops’ from emerging artists, giving audiences access to something new. But instead of just promoting those moments, we turned them into content people could actually watch, react to and share. Everything was made specifically for social. Short-form video, shot vertically, with behind-the-scenes edits that felt more real and less polished. Each drop rolled out over time, with teasers, the main moment and follow-up content to keep it going. We also gave people a reason to get involved, using a social-led competition to move beyond passive viewing and encourage participation. By putting social at the centre, the campaign didn’t just reach people - it became something they chose to engage with.

Briony Costanza is a Key Account Director at Acast who has progressed quickly through the business due to her broad understanding of the audio landscape. Having worked across Operational Planning prior to Sales, she has a practical, 360-degree view of how a campaign moves from an initial idea to successful execution. This experience allows her to act as a reliable bridge between internal teams and agency partners, ensuring that commercial goals are met with operational precision. In 2025, Briony delivered 21% YoY growth on her already mature patch, expecting to exceed this growth in 2026 (+103% YTD). She has been particularly effective in the programmatic space, consistently ranking as a top performer internally for programmatic revenue over the last year. Her proactive approach to relationship building is evidenced by her work with Havas, where she was named “Best Media Owner” in her first year. A highlight is the British Red Cross "Sound of Impact" campaign, which won Gold at the 2025 Campaign Audio Advertising Awards. Briony moved the client from standard statistics to immersive 3D audio to tell human stories. The campaign achieved over 400,000 views, an 87% listen-through rate, and increased consideration to donate to 29.9% in Q4 2024. Beyond her sales targets, Briony is a collaborative team member and is a respected, strategic presence within Acast who consistently delivers results through a deep understanding of her clients' needs.

In under five years, Tom Clilverd has established himself as one of the most commercially impactful young professionals in UK audio. Since joining Goodstuff in July 2021 in his first full-time role, Tom has helped drive £4.5m in audio revenue in 2025 alone, delivering a 95% year-on-year increase by reintroducing long-lapsed advertisers to the channel, unlocking new budgets, and fundamentally changing how clients value audio within their media strategies. What distinguishes Tom is not simply enthusiasm for the medium but his ability to translate belief into sustained commercial growth, operating at a level of responsibility and influence well beyond his seniority.

The most powerful audio doesn’t just reach people – it meets them where they are. At AMA, we truly believe this. So, every piece of work we produce is guided by one simple question: “What matters to me in this moment?” That question shapes everything. From our copy to casting, direction to sound design. It ensures that our ads don’t just name-drop the weather, the time, or a location - they understand what that context means to the listener. This approach to dynamic creative for audio, results in advertising that feels intentional, seamless and human, no matter which version plays. And has produced impactful, award-winning and results driving campaigns for some of the World’s biggest brands.

Fresh Air’s creative and production team oversee an unparalleled portfolio of podcasts for major brands, from L’Oreal to Legal & General. Our creative approach is underpinned by solid commercial analytics, and delivers results that keep clients coming back year after year. In a tough marketing market, Fresh Air’s clients have seen huge growth and success from their podcast channels, incorporating video and bringing in talent from Isabella Rosselini to Cate Blanchett. Our aim to be the UK’s leading branded podcast agency is born out with 40% revenue growth, a growing team and, most importantly, a client base who are fully investing in podcasting as a core marketing channel year upon year.

Maple Street Creative is the in-house production team of the UK's largest independent radio and digital audio advertising agency. We offer client-led customer service with exceptional production values and a team of award-wining writers and producers dedicated to delivering the most creative and effective audio. Through knowledge, skills, and experience we provide a broad range of services to agencies and brands who love working with us and keep coming back for more. From creating a music soundscape for Wembley Stadium to recording and providing a 3D audio ad of intimacy and wonder for the Henry Moore Institute, we never stray from our key principles of creativity, story-telling and sound design, and our ads consistently outperform the benchmark averages for recall, intent, engagement, and authenticity. Our research work on the properties of tone and pitch inspires and influences our clients, while our work with voice overs received nine award-nominations during 2025. Our own roster of 150 voices continues to flourish with new and diverse talent. Our podcast series about advertising’s innovations and shifting consumer habits reached ninety episodes in 2025 and the year’s guests included CEOs and strategists, as well as inspiring individuals, and communities, such as Women in Trading and Jobs in Ad Tech. We’re also proud to have continued our support for Media for All’s Diversity and Inclusion Awards, providing free services and support to this vitally important event.

In a year of change, Bauer Media Audio UK’s sales team focused on making audio simpler and more effective for advertisers. As listening habits continue to shift, the team brought together live radio, streaming, podcasts and experiences into one joined-up offer, giving brands a clearer way to connect with audiences. The launch of audioXi played a key role in this, helping advertisers reach people more easily and understand what’s working. Alongside this, the team placed a strong focus on trusted, brand-safe environments and the value of quality content. Just as importantly, they moved beyond selling airtime to building closer, long-term relationships, working with brands as partners to create ideas that deliver real impact. In a fast-moving market, Bauer’s sales team has shown how a more connected, collaborative approach can help advertisers get more from audio.

In an audio market dominated by big brands and even bigger sales teams, the Fix Radio Long Term Partnerships team has spent the last 12 months punching way above its weight The team achieved 100% of its annual revenue target through disciplined account management, clear strategic focus and a strong balance of retention and growth. This performance was built on sustainable relationships, reflected in a 89% client renewal and retention rate. In a competitive market, this level of consistency demonstrates the strength of the partnerships created and the trust earned. The team successfully onboarded major brands including Baxi, Snickers Workwear, Milwaukee and Steel Blue. Many were investing in audio for the first time. By repositioning audio as a precision channel capable of delivering measurable impact within a defined trade audience, the team unlocked new budgets and shifted long held perceptions about the medium. A collaborative and insight led approach has expanded Fix Radio’s commercial footprint while reinforcing its unique position as a specialist platform for trade audiences. Campaigns were built around clear objectives, accountability and performance measurement, ensuring that advertisers could see tangible return on investment. This has been a defining year for the Long Term Partnerships team. Through focus, resilience and strategic clarity, they have delivered growth, strengthened Partner relationships and demonstrated what targeted audio can achieve when it is executed with expertise and conviction.

In 2025, amid industry-wide financial uncertainty, the News Broadcasting team delivered a market-defying performance. Rather than merely meeting expectations, they emerged as a high-performing, resilient commercial powerhouse. The October 2025 acquisition and integration of Octave, News Broadcasting’s premium, data-fuelled audio and video monetisation platform, was executed seamlessly, with minimal disruption. Exceptional cross-team collaboration successfully fused News Broadcasting’s unmatched content scale with Octave’s data precision, driving commercial impact and positioning the business as the UK’s most precise and scalable broadcast offering. The strategy focused on smarter monetisation of premium content across a diverse slate of assets. This included major sports packages such as the Lions Tour and the Women’s Euros, as well as new launches such as the first-ever Virgin Radio football show and the talkSPORT Goals show. Innovation was central, highlighted by the first major Octave AI-built deal for Sky F1 and a key collaboration with DAZN, while long-standing partnerships, such as Nationwide on Times Radio Breakfast, were strengthened. The results were exceptional:100% target attainment in every quarter and 1.5% year-on-year growth, matching the wider market despite the absence of a Euro 2024 uplift. The team transformed financial headwinds into sustainable growth, redefining broadcast monetisation beyond airtime alone.

In 2025, Sport Social’s sales team delivered an exceptional commercial performance, cementing their position as the most proactive and innovative force in sports audio. Despite being a lean team of five, they propelled the business from ambitious start‑up to credible industry challenger. Working with relentless determination, building reputation, breaking into long established relationships earning the trust of major agencies and brands across the UK. The year saw standout growth driven by both new business and deeper client partnerships. Achieving 49% year‑on‑year revenue growth, securing £1m+ in new business, and increasing retained client spend by 32%. Across 831 campaigns the team achieved an 11% uplift in RPM, strengthening creator value across the network. Since launch in 2022 SSPN has enjoyed rapid growth, representing more than 700 creators including 10 official Premier League clubs. The sales team plays a pivotal role in supporting these independent creators, unlocking monetisation, offering guidance, and ensuring sustainable growth for each podcast business. In 2025 the team expanded SSPN’s proposition from audio-only to a full creator ecosystem, enabling brands to activate across Video, Branded Content, Social and Live Events. This approach unlocked budgets from AV, Influencer, and Partnership teams, winning 57 new brands including FPRO, Tide, Aura Frames, HSBC, 2K Games and The Army. What sets the team apart is their creativity, responsiveness, constancy in delivering innovative solutions with outstanding results and an infectious energy. Strengths recognised by our growing list of partners during our regular sporty socials such as darts, Formula 1 Arcade, and mini golf.