Spotify has just announced the return of ‘Upbeat’, a Spotify Original podcast that tells stories about digital audio advertising. While the first season brought the vision of marketing leaders at the head of some of the biggest brands in Brazil, the second season features interviews with creative leaders from some of the most renowned Brazilian advertising agencies.
The new season also comes with a novelty: all episodes are available in audio and video. With 11 interviews, the podcast features one guest at a time to discuss the future of creativity and the impact of audio advertising, as well as their experiences in advertising.
“Bringing together some of the greatest creative minds in advertising today and dialoguing around creativity, their personal stories and key campaigns is a privilege. Brazil has always been a creative force in digital audio, and one of our challenges is to rescue and encourage this potential. Through light and relaxed conversations, the episodes bring reflections on the power of digital audio and its experiences”, says José Melchert, director of Spotify Advertising in Brazil.
All episodes are now available on Spotify, and Adnews brings you a summary of each one!
Angerson Vieira | Executive Creative Director na Africa Creative
Vieira makes an appeal to Brazilian advertising: it is necessary to explore the immersion and proximity that audio provides between consumers and a brand, and also discusses entertainment trends and the strength of a good soundtrack.
Anna Martha Silveira | Executive Creative Director e Chief Culture Officer da FCB Brasil
During the conversation, the publicist discusses creative trends and the segmentation power of digital audio. Silveira also explains the role of a Chief Culture Officer within advertising agencies and the importance of the position to achieve business objectives.
Benjamin Yung Jr. | CoCEO of DPZ
Benjamin Yung Jr. explains the power of audio in advertising and the importance of a brand communicating without interrupting content consumption.
Deh Bastos | Creative and Content Director at Publicis
Deh Bastos comments on the strength of long formats in digital audio. Fan of Mano a Mano, Original Spotify program, Deh also highlights the role of audio communication as an education tool.
Joana Mendes | President of the Creative Club
The first black woman to chair the Creation Club of São Paulo, Joana Mendes tells the benchmarks of use of digital audio in Brazilian advertising. The creative also takes stock of the biennium in which she has been at the head of the Club and highlights the leading role of audio producers in the podcast ecosystem.
Keka Morelle | CCO is Wunderman Thompson
Keka Morelle highlights the diversity of formats that audio allows brands. Morelle, who was the only Brazilian to chair a jury at this year’s D&AD Awards, recalls some cases that are a global reference in creativity.
Mariana Sa | Chief Creative Officer at Artplan
Mariana Sá highlights the partnership between audio and large advertisers, such as Lollapalooza and General Motors.
Marco Gianelli (Pernil) | Chief Creative Officer at AlmapBBDO
Marco Gianelli, aka Pernil, co-responsible for winning the Creative Agency of the Decade award at the Cannes Creativity Festival in 2020, discusses the role of audio in building a successful brand.
Rafael Urenha | Co-founder and Chief Creative Officer of Galeria
Rafael Urenha has an intimate relationship with audio. He is a DJ and brought his own songs setlist to the campaigns of the brands that he managed in the last decades. In this episode, he explains the creation process of the Gallery, which, in two years, has already conquered accounts such as Natura, Itaú and Vivo.
Sergio Mugnaini | Chief Creative Officer from Ogilvy Brasil
Serginho explains the role of Artificial Intelligence in mass customization of audio campaigns and also highlights the frontiers of creativity in the largest agencies in the world.
Vinicius Malinoski | Chief Creative Officer da Talent Marcel
Vinicius Malinoski discusses the role of data in creating audio campaigns. Talent’s CCO also highlights the role of music as an outlet for professionals in the creative industry.
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