Australian Radio Network rebrands as ARN with new trade-facing campaign
Australian Radio Network will now be known simply as ARN, with the Here There & Everywhere-owned company launching its new brand evolution in market this week.
Its new ‘Connections That Count’ campaign is the latest part of ARN’s Defining Audio proposition, while the rebrand also sees a colour-pallette shift in ARN’s new branding and logo.
ARN first unveiled its Defining Audio proposition in 2019, when the network introduced its complete audio offering for advertisers, ARN’s Audiosphere.
The Defining Audio proposition will continue to provide solutions for marketers, and ARN said it has evolved to fuel stronger conversations with the right audience.
That idea will be brought to market through the trade-facing Connections That Count campaign.
ARN chief strategy and connections officer, Lauren Joyce, told Mumbrella that moving away from the Australian Radio Network name was about getting rid of the word ‘radio’ to emphasis ARN as a more holistic audio business.
“It’s a better reflection of the product we’ve delivered to clients and marketers over the last couple of years, that we do take an audio-based approach as opposed to a radio-base approach.”
Joyce said the message for advertisers to take away is that “ARN is continuing to invest in areas of our business that make it easier for advertisers to connect with us. It’s very much a message of confidence.
“We were first to market with the Audiosphere and I think that it has really become a beacon of simplicity for marketers, so they can be thinking about how you use audio holistically for the benefit of their brand.”
ARN will continue to run its three network brands, the KIIS, Pure Gold and The Edge networks.
ARN CEO Ciaran Davis said: “As the holder of Australia’s most established and complete digital audio platform, iHeartRadio, which delivers radio, music and podcasts all in one place, ARN has been Defining Audio for years now.
“Today’s announcement demonstrates how we’re continuing to invest and innovate to create the future of audio right here and now; delivering more content for our listeners and deeper insights for our clients.
“From providing one to one addressability across digital platforms to dynamically created and served advertising across linear radio, we’re proud to be providing scaleable, measurable solutions to clients in an era of intense ROI accountability.”
ARN’s Audiosphere
KIIS 106.5’s Kyle Sandilands, who is widely credited with the rebrand of Mix to KIIS in 2013 when he and Jackie O moved across from Southern Cross Austereo’s 2DayFM, added: “It’s true, we’re not like the other audio businesses out there, we’re the market leaders.
“But I must say, when the execs asked me what I thought about the ARN rebrand I told them they should rename it King Kyle and be done with it. No idea why that didn’t fly.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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topics
ARN
Australian Radio Network
Ciaran Davis
Kiis Network
Kyle Sandilands
Lauren Joyce
Pure Gold Network
The Edge Network
