iHeartMedia, WPP Launch 'Project Listen' Audio Creative Initiative

Project Listen

IHEARTMEDIA and the WPP agency have launched an initiative geared towards developing "next-generation" audio creative. "Project Listen" was announced at the 2019 CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY during a special live podcast.

The project includes development of a new creative audio studio at GROUPM's 3 WORLD TRADE CENTER offices in NEW YORK; the integration of iHEARTMEDIA's Smart Audio Insights and audience tools into GROUPM’s proprietary data and insights tools, with quarterly intelligence reports for clients and a new audio certification program for planners at GROUPM’s agencies for later in 2019; and a monthly "Project Listen" podcast with 18 episodes planned through 2020.
 
“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 IHEARTMEDIA Chairman/CEO BOB PITTMAN. “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 skill sets 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 WPP CEO MARK READ. “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 GENERAL MILLS NORTH AMERICA NA Chief Brand Officer BRAD HIRANAGA. “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 OGILVY USA Chief Creative Officer LESLIE SIMS. “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 GROUPM NORTH AMERICA CEO TIM CASTREE. “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.”

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