Using B2B podcasts for financial marketing

Here at Audere Communications, we like receiving feedback from our clients, to find out how podcasting is working out for them and most importantly, if they’re enjoying it!

Russell Goldsmith recorded an interview with one of our clients, REFINITIV, part of London Stock Exchange Group (LSEG), and had a great chat with Joel Leeman, Senior Manager and Executive Producer, Content Development at the LSEG.

We took over production of the Refinitiv Sustainability Perspectives in November 2021, and have since recorded seven episodes at the time of writing this post, with more in the pipeline.

We were invited to produce season 6 of their already established podcast (launched in 2019), and they’ve had some impressive guests on the show so far, including Jonathan Oppenheimer, Sir Ronal Cohen, Gizelle George-Joseph, Lord Mayor of the City of London -Vincent Keavney and more!

Joel said that producing the podcast is very much about building different relationships with people in their ecosystem, whether that be important customers or influencers in the space. He can point to other examples of how they can measure metrics other than just with their numbers of plays, that includes an increase in brand awareness and gaining a reputable presence.

He said consistency, rhythm, and quality are key. They’ve created a governance model, in which they’ve set a benchmark for quality, production and marketing that needs to be in place to get them to where they need to be.

Joel said that producing their podcast has not only met but surpassed his expectations and continues to be a quality machine that people recognise both internally and externally. He added that the team behind it, both Audere as well as Refinitiv & LSEG’s internal teams have done an amazing job.

Thank you, Joel for giving up your time to record this video interview, it was a pleasure as always!

End of year rap 2021

As we break for Christmas, I wanted to thank everyone who has supported & trusted us to create content for them this year.  2021’s been a record year for Audere Communications, with new clients to add to those who we already have fantastic relationships with. Here are just a few highlights …

We’ve recorded seven new episodes of Octopus Energy‘s ‘Inside Octopus’, plus produced a video to support their sponsorship of the Grantham Climate Art Prize. I interviewed five-year-olds to talk about how to make the world a better place and chatted to each of their country heads outside of the UK, in Japan, US, Germany, Italy, Spain & New Zealand. We recorded at their new R&D centre and won silver at Communicate magazine‘s Digital Impact Awards.

SAP‘s continued to grow, now working UK&I, EMEA and Global teams. We’ve extended our relationship to work on a huge video project which has included filming in Paris, whilst editing their customer success videos. We released S2 of Eden Talks for SAP’s partner Edenhouse, part of Accenture, plus recoded two episodes of the csuite podcast for Emarsys, part of SAP.

We released 11 new interviews with unicorn leaders in partnership with Tyto PR, meaning in 2021, Brendon Craigie and I chatted to CEOs of companies with total value in excess of $34.5bn! 

Some of those new clients include McDonald’s. Whilst travel was still restricted due to Covid, McDonald’s International Design team tasked us with producing a video podcast to share the inspiration behind their new restaurant design, Luna, to internal stakeholders and franchisees. Guests joined from across the globe, two of whom from inside their new restaurants.  We also provided a version with Chinese subtitles.

We’ve also taken over production for Refinitiv, an LSEG business of their Sustainability Perspectives podcast. It’s been a pleasure to work closely with their team and we’re now producing another new series for them too – more on that soon!

We’re now working with Merck on their Navigate podcast, and have released three episodes a new member-only podcast for the British Private Equity & Venture Capital Association (BVCA).

A favourite project has been recording ‘This is U.S. Sustainability’ for The U.S. Sustainability Alliance as I got to chat to farmers across the whole of the US.

Other new clients included COMPASS PathwaysFinsen Tech, plus we recorded a voice over project for Reckitt in Mexico, were brought in by Frank to record from a school for KIND Snacks UK and recorded at our first post-lockdown event, back at Mad World for Make A Difference Summits.

It was also great to record content for existing clients inc. ADAMA AGRICULTURAL SOLUTIONS UK LTDOxera Consulting LLPFutureBrand and Globalization Partners.

And those are just SOME of the highlights! It’s been a busy 12 months. And all delivered by a remote working team. 

Thank you to everyone involved in those projects this year and here’s to a successful 2022.

Stay safe and Merry Christmas!

Interview with Julie Pabion, host of ‘The Bubbling Adventure’ podcast

Audere Communications has recently partnered with The Bubbling Adventure Podcast and so we had the pleasure of sitting down with the host and creator, Julie Pabion, to hear her thoughts.

The Bubbling Adventure is a podcast all about positive education and conscious parenting, which Julie believes has a huge impact on children’s lives as well as society as a whole. Each week on the podcast, Julie speaks to guests on various different topics; everything from school phobia to foster families.

Over the past few years there have been many neuroscience studies that have shown the impact of ordinary educational violence on children, including such things as blackmail or threats, not only physical harm but everything that has been used on children as a means to ‘educate’. And so, from this, Julie understands conscious parenting and positive education as helping to make informed decisions in how you choose to educate your children.

It’s not about being a ‘perfect’ parent, the perfect parent doesn’t exist.  

A few years ago, Julie came across an article all about positive education, which she found very interesting. She also came to the conclusion that even if you are not/ have not been a parent, you were once a child and therefore it is important to come to terms with your own childhood and the impact that it still can have on you today. However, when it came to sharing these ideas, particularly in English, Julie couldn’t find exactly the words to say, so she started The Bubbling Adventure. She believes that this podcast is very important today as it is giving people a voice, and one that is often not as well represented. Many parents have to do things on their own, which can feel very isolating, and this podcast brings those people together so that they can see they’re not alone. On top of this, podcasts are much more personal than an article, for example.

The audience that The Bubbling Adventure brings in is mostly parents, although there are some doctors, teachers, and nannies as well. In the future, Julie would like to see more dads involved and listening to the podcast, as currently, it is mostly mums engaging. Julie said that we don’t hear from the dads as much, but their role is equally important in the development of a child. Julie also has a global audience, explaining that one of the many highlights of starting this podcast is hearing that it has been played in over forty countries, from Taiwan to Finland, to her that means more than simply just the number of listeners because it is easier to visualize, and it shows just how far spread the podcast has become.

This partnership between Audere Communications and The Bubbling Adventure will bring much more variety to the podcast, adding value not only for Julie but for the community she has created as well. It’s always important to hear from a range of voices and branch into new topics that you may not have considered before. Some examples of brands that Julie has already had involved in the podcast are Mindful Champs, a business that focuses on mindfulness in children, a skill that can be so beneficial, especially when learned early on. She has also worked with Parent Ping, a community app for parents to interact with other parents.

Julie said that she has learned many valuable lessons from her guests, but one thing that they always come back to is self-care. You cannot look after someone else before you have looked after yourself, much like the importance of putting your own oxygen mask on before helping others on a plane. Many parents may feel guilty for taking some time for themselves and not being with their child all the time, but the reality is, once you’ve taken that time you come back more present and spend much more valuable time with your child.

Even though podcasts seem like a fairly new ‘trend’, Julie believes that brands shouldn’t be afraid of partnering with them. It’s all about content. Podcasts can provide that, as well as a way to build a real connection between a brand and their consumers. Julie said that selling is not enough anymore and that brands need to have a sense of passion and purpose – a podcast is a great way to transmit those brand values. It can bring a story to life in the way that an article can’t, listeners are able to really get to know the brand and the people behind it, which today is very valuable.

If you have a story to tell and are interested in partnering with The Bubbling Adventure, then please don’t hesitate to get in touch via our contact form!

Podcast highlights from the Digital News Report 2021

The Reuters Institute Digital News Report 2021 has just been released today, looking at digital news consumption across the globe and specifically this year, how COVID-19 has affected this.

The report is one of the most comprehensive of its kind, surveying 92,000 online news users from across 46 markets.

We use this report religiously to keep up to date with podcasting trends and statistics and regularly refer to it in our podcast workshops.

One of the questions we’ve been asked over the last year was that, as many podcasts were listened to on the commute to and from work, would it be fair to assume the number of people listening to podcasts had decreased during the pandemic as people were forced to work from home.  However, other research we refer to in our workshops proved this not to be the case, with listening actually increasing in many cases.  The Digital News Report also confirms listening hasn’t dropped at all, stating that 31% of people listened to a podcast in the past month.

In some regions, that listening figure is much higher, with Ireland topping the chart at 41%, followed by Spain (38%), and then Sweden, Norway, and USA (all 37%).

Here in the UK, the report states that only 22% of people have listened to a podcast in the last month. However, it goes on to comment that the lower number reported in the UK could be due to the fact that many people are listening through public service radio apps, such as BBC Sounds, and therefore perceive this as on demand radio as opposed to podcasts.

On top of this, due to the pandemic, there has been a growth in video podcasting due to recording podcasts online through tools such as Zoom. In fact, we’ve experienced this with our own csuite podcast and many of the podcasts we record for our clients, including Octopus Energy, SAP and Compass Pathways plc.   Having the video version of the podcast widens the range of options for distribution, such as uploading the content to YouTube, and further confuses the definitions of podcasts for researchers and survey respondents.  In fact, YouTube (26%) has overtaken Apple (22%) as the most popular platform to consume podcasts in the US according to the report. 

Finally, whilst we recommend promoting your podcasts through social media, PR, promotion and paid social, the report states that the majority of people still discover new podcasts through recommendations from friends and family.

Full details of our podcast workshop can be found here.

Image by Michal Dziekonski from Pixabay 

Educate, Celebrate, and Take Action this UN World Oceans Day

By Sophie Atherton

When is it: 8th June 2021

What is it?

70% of the earth’s surface is made up of ocean. The United Nations World Oceans Day aims to inform the public of the impact our actions have on the oceans, and the role that oceans play in our lives.

This worldwide movement was created to unite the world’s population through a project on the sustainable management of our oceans. This year’s theme is ‘The Ocean: Life and Livelihoods’.  Scientists estimate that 50-80% of the world’s oxygen originates from the ocean.  With Phytoplankton in the oceans absorbing four times as much carbon dioxide as the Amazon Rainforest, the ocean is pivotal to our survival on earth.

‘More plastic than fish in the sea by 2050′

Ellen MacArthur


In March 2021, the Netflix documentary ‘Seaspiracy’ appalled viewers across the world with shocking allegations about the environmental impact of fishing.

The film exposed alarming global corruption and revealed information that has changed lifestyle choices for many, for good. It’s been found that nearly half of Seaspiracy viewers have considered giving up fish.

Surprising facts we learned:

  • Sharks kill 12 people a year. We kill 100 million sharks a year
  • The fishing industry receives $35 billion in subsidies each year
  • 46% of the plastic in the Great Pacific Garbage Patch is fishing nets
  • Fishing takes 2.7 trillion fish from the oceans globally each year

What can you do?

According to the WWF, there are several easy things we can do in our day to day lives:

1. Check the label – is your seafood sustainable? Look for the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC) labels.

2. Cut your carbon footprint – It’s as easy as turning lights off and getting up that extra bit earlier to walk to work instead of drive. 

3. Remove unnecessary single-use plastics from your daily habits.

4. Educate yourself about the ocean

the csuite podcast

Our award-winning csuite podcast has been utilised to discuss and promote sustainability trends and issues on behalf of many brands. In March 2020 we recorded a podcast on ‘Sustainable Business’, which featured Natasha Pergl, UK Sustainability Business Innovation Lead, SAP and Stephen Jamieson, Head of Sustainable Business Innovation EMEA North, SAP. Natasha discussed her trip on SAP’s collaboration with eXXpedition, the initiative of exploring the science of and solutions to plastics in the ocean. Stephen discussed how SAP have been looking at ocean health overall and how business can deliver a clean ocean.

The more you learn about the ocean, the better prepared you’ll be to inspire change

This World Oceans Day . . .

  • Spread the word about saving our oceans
  • Show your support on social media with #UNWorldOceansDay
  • Educate yourself – read the facts

Here are some podcasts that we found and recommend to help you get clued up (we should add that these are not produced by Audere Communications)

If you or your organisation are interested in making your own podcast and want to help spread the word about the importance of the conservation of our ocean, don’t hesitate to get in touch.

Learn more:

Main header image by Pexels from Pixabay

Using B2B Podcasts to engage with the c-suite – Interview with Jon Tipple, FutureBrand

I was recently invited to present a seminar in The Network One’s Business Growth for Agency CEO’s series, one of a number of mini series they run for Agency Owners, CEO’s and Managing Directors. 

The theme of this particular series was looking at client acquisition, and The Network One’s owner, Julian Boulding, asked me to talk about how B2B podcasting can be used to build relationships at c-level from companies you want to engage with and help generate new business.

Ahead of my session, I recorded interviews with two of Audere’s agency clients who we produce podcasts for.

This first one is with Jon Tipple, Global Chief Strategy Officer, FutureBrand.

We’ve produced six podcasts for FutureBrand to date, recorded in partnership with our csuite podcast, but that are also hosted on their own FutureBrand podcast channel, with two more already in the planning. 

When we were first approached to record a podcast about their FutureBrand Index, we were asked to simply to record an interview with Jon discussing the findings of the report.  However, we suggested that the opportunity would be far more valuable to them if they invited senior executives on to the podcast from those organisations that they were keen to engage with and create the content together.  The result was a fascinating discussion between Jon, Jeremy Waite, IBM’s Chief Strategy Officer and, Kerry O’Callaghan, VP for Global Brand at GSK, who also kindly allowed us to record at GSK’s offices (job titles correct at time of recording).

In my chat with Jon for The Network One, he shared his thoughts on why our strategy for B2B podcasting works for FutureBrand. 

Jon said that clients are more interested in hearing from each other than from agencies and so the more you are able to facilitate that conversation and use that content with other clients, the richer and more informed you become as an agency and more valuable you become as a partner. 

He talks about how the value is in the qualitative data and therefore you should create KPIs that are more meaningful to the business as opposed to just measuring things that are easy to measure, such as the number of plays.  For Jon, it is more about how they have built relationships with influential people at some of the major global organizations they want to work with and in fact, he can point to three or four examples where FutureBrand have gained more business with existing clients, grown their presence in a particular sector or category, or have won new business.

Thanks so much Jon for giving up your time to record this.

Digital Impact Award Winners

We were thrilled to pick up another award with our clients, KPMG UK, for our work on the ‘The Business of Brexit’ #podcast that we helped produce and launch – now renamed ‘Perspectives on the New Reality’.

The podcast won ‘Best use of digital from the professional services sector’ at Communicate Magazine’s Digital Impact Awards

This has been a fantastic project to work on and after producing the first twenty episodes, we’ve now handed over the production to KPMG UK’s in-house team.

COP26 – Who knows you’re involved?

The current pandemic has brought our relationship with the environment into stark relief. As we enter a post-Covid world, there are urgent and far-reaching decisions to be taken and none bigger than our approach to tackling Climate Change.

The UK will host the 26th UN Climate Change Conference of the Parties (COP26) in Glasgow on 1 – 12 November 2021.   The summit will bring parties together to hasten action towards the goals of the Paris Agreement and the UN Framework Convention on Climate Change.

Organisations are getting involved by exhibiting, performing or hosting an event within the two-week programme, to highlight their own initiatives and thoughts on this critical issue.  This generation-defining conference will be watched all over the world, creating an opportunity for brands to showcase their ESG credentials. 

However, the challenge will be getting your messages heard in such a crowded environment in the lead up to and during COP26.

So how can we help?

Audere Communications is an audio and video content marketing agency providing end-to-end strategy and implementation.  Clients have partnered with our award-winning csuite podcast to discuss sustainability trends and issues and episodes have featured senior execs from brands including SAP, Coca-Cola, Arrival and Pentland Brands.

Our recent podcast, ‘How Digital Acceleration is Helping to Drive Sustainable Fashion and Beauty‘ with SAP, focused on the role digitisation is playing in creating a more sustainable world. Guests included Joanna Jenson, Founder and Chair of baby and child skin care brand, Child’s Farm and Anne-Christine Polet, SVP Digital Ventures HATCH and STITCH, at PVH Europe, two start-ups that have the aim of digitised the value chain.

We also found that a high degree of digital maturity is necessary for a business to thrive in a more sustainable world when discussing Circklo’s Sustainability Index. Our guest was Natasha Franck, founder of Eon, a connected products platform with a mission to power the future of commerce, essentially by identifying and tracking each and every product from the moment it’s produced, so as to enable circular business models across industry and to create a true circular economy.

We’ve also examined how data is central to increase sustainability within organisations.  Julian Hunt, Vice President for Public Affairs, Communications and Sustainability at Coca-Cola declared in our ‘Sustainable Business’ episode with SAP that data is at the heart of everything Coca-Cola does, especially in the context of sustainability.  In the same podcast, Mike Barry, former Director of Sustainable Business at M&S, also acknowledged that data brings transparency to an organisation and can help inform consumers and then Natasha Pergl, SAP UK’s Sustainability Business Innovation Lead, shared her experience of taking part in eXXpedition, a series of 30 voyages which will see 300 women in total sail around the world looking at the plastic and toxics in our ocean.

In addition to brands partnering with our csuite podcast, in the last 12 months, Audere also been producing Octopus Energy’s own ‘Inside Octopus’ podcast series, giving listeners real insight into the company’s DNA – the way they work, the way they think, their values, and their people, exploring everything that is driving them to deliver Cheaper Greener Energy.

We can put you in front of the people you want to engage with.  

Partnering with our csuite podcast or producing your own podcast series in the lead up to and/or at COP26 is a great way to not only create thought-provoking content, reach your target audience and facilitate the important conversations of the day, but to also allow you to hand-pick key business leaders to sit on panel discussions with your brand spokesperson. It’s a warm way to start what could be a long and lasting relationship.

Podcasts are accessible, can cut through and reach people in very personal spaces and are becoming an increasingly popular medium by which to influence and inspire others.

COP26 could be the ideal platform on which to set out your position on sustainability and get it noticed. 

To get involved in this unique opportunity, take ownership of a specific topic area, and create great podcast content, please do get in touch – we dare you.

2020 Podcast Highlights

Here are a few clips from just some of the podcasts we’ve produced in 2020.

We would like to say a massive thank you to our wonderful clients who have trusted us to help tell their stories during such a difficult year, either in partnership with our csuite podcast, or for their own branded podcasts.

Let us know if we can help you with your podcast strategy in 2021 by dropping us a line via the contact form.

Audere win ‘Leaders in Audio and Video Content Marketing, 2021’ Award

We are proud to announce that we’ve been recognised as ‘Leaders in Audio and Video Content Marketing, 2021’ by The Business Elite Awards 2021 which are handpicked by SME News!

SME Business Awards

SME News Magazine look to celebrate enterprises who consistently provide the best services & products for their clients. They nominate businesses through internal research, they then analyse each recipient, shortlist and select.

The businesses and individuals are selected based on their innovations, achievements and advancements from the past 12 months.

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