Our work is organized around the read itself, the part of podcast advertising that is easiest to overlook. A brand buying a host-read is buying a minute of a host's credibility with people who chose to listen to them, and almost everything that decides whether that minute works happens before the episode is recorded. It depends on choosing a host who suits the product, writing a brief that lets them say it their own way, setting an offer simple enough to remember, and agreeing in advance how the result will be judged.
Most of the brands we suit sell something that takes a minute to explain, such as a pension, a course, a mattress or a piece of software, and they care about how they sound because their customers take time to decide. We also work with B2B software and professional-services brands that want to reach a buying committee through the specialist shows its members listen to.
