Wavemaker has been announced as the new agency of record (AOR) of Audible, Inc. for paid media worldwide, effective May 25, 2022.
The creator and provider of audio storytelling, which is also an Amazon company, is headquartered in Newark, New Jersey and operates 10 marketplace services designed for customers in the US, Canada, UK, Spain, France, Italy, Germany, India, Japan, and Australia.
Wavemaker will handle Audible’s paid media activity across all 10 of these geographies.
The media agency’s appointment follows a global review of Audible’s paid media activity, led by Cynthia Chu, CFO and growth officer with Susan Jurevics, EVP, head of international.
Audible was supported through the agency RFP process by growth consultancy, ID Comms.
Chu said: “We know that Audible enhances the lives of our listeners, everywhere in the world.
“Wavemaker’s energized approach to media will help Audible reach many more potential customers around the world and their global background will bring a nuanced, individualized approach to each marketplace in which we offer our service,” she added.
Wavemaker is a global media agency that’s provoking growth for clients like Mondelez, L’Oreal, ViacomCBS, Coinbase, and DoorDash. For Audible, Wavemaker will provide one global network of excellence through a connected team of passionate experts working with a uniform set of principles.
Toby Jenner, Global CEO at Wavemaker said: “We live in a world, now more than ever, where exceptional growth requires accelerated change. We developed bespoke principles to power Audible’s Next Level of Performance, which will be underpinned with our market leading data and technology capabilities.
“We couldn’t be more excited to work with Audible and their teams around the world. We are two businesses very much culturally aligned through our vision for the future,” he said.
Wavemaker, which is also part of GroupM media agency, recently tapped into an innate human instinct – the tendency to fantasize – to promote Paramount Pictures’ latest movie release, The Lost City starring Sandra Bullock and Channing Tatum.
See also: Wavemaker promotes Paramount’s latest movie, The Lost City
The campaign in Australia identified moments in media when people are fantasising – during the 3pm slump at work and at the school gate, on the way home from work, at the gym, searching for a new home, online shopping – and encouraged them to break with the mundane and escape with The Lost City.
From escapist messaging in office lifts and out-of-home site dominations when people are on their way home from work, to intercepting audiences while they’re shopping online or scrolling on Facebook and YouTube during the 3pm slump, the campaign leaves no stone unturned in reaching mass audiences and transporting them to a tropical island escape.
