For marketers, by marketers – Spotify Espresso Series uncovers audio branding excellence

Over Tuesday and Wednesday this week, Marketing had the pleasure of partnering with Spotify to present the first Espresso Series breakfast events in Sydney and Melbourne.

Spotify Espresso saw marketing leaders of all stripes gather to discuss the state of audio streaming and how its recent growth has left a profound mark on the adscape.

Each event was facilitated by PWC non-executive director Megan Brownlow, who was joined by special  international guest Brian Benedik, VP, global head of advertising sales at Spotify. It gave senior marketers a rare opportunity to learn how audio is expanding consumers’ tastes in Australia and around the world – as well as presenting new avenues for precise momentary targeting.

At the Sydney event, Aaron Fuller, head of experience at Qantas Loyalty and Naysla Edwards, VP brand, charge cards and member experience at American Express Australia joined Brownlow and Benedik to discuss how they’ve taken advantage of the new audio ecosystem, how they keep an eye on privacy and data protection and how they see marketing evolving in the audio space.

At the Melbourne event, Brownlow and Benedik were joined by Lachlan Davidson, head of media personalisation at NAB and Jacqui Moore, APAC marketing director at Sonos, discussing the unique personalisation that audio affords. Also discussed was different brands’ approaches and philosophies surrounding brand safety, how leading marketers are defeating campaign bottlenecks and bounding over internal hurdles and the importance of instant audible brand recognition (sonic identity) in the audio age.

Facilitated by event agency Fourth Wall, fuelled by healthy volumes of caffeine and in the presence of Australia’s sharpest marketing minds – the Series gave top marketers a real insight into capitalising on the current condition of a metamorphosing audio landscape.

 

Keep an eye out for more: Marketing will release highlights, panel insights and best practice takeaways from the event soon! But for the best on audio right now, here’s more from Brian Benedik on the audio renaissance and more from Megan Brownlow on what’s exciting her in the space. And check out Spotify’s audio guide for marketers, ‘How Streaming is Unlocking New Opportunities for Today’s CMO’.

 

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Josh Loh
BY Josh Loh ON 1 May 2019
Josh Loh is assistant editor at MarketingMag.com.au