Wavemaker talks the talk in Audible global media win, $50m local

Wavemaker has won the global media account for Audible, an account worth an estimated $50 million locally.

The appointment for the Amazon company is effective as of 25 May, and applies in the Australian, UK, US, Canada, Spain, France, Italy, Germany, India, and Japan markets. The GroupM agency will handle all of Audibles’ paid media across all ten markets.

Celeste Barber in a 2020 Audible campaign

The New York-headquartered company provides audio storytelling for its users. Mumbrella understands that OMG’s Hearts & Science previously held the account.

Wavemaker’s appointment follows a global review of Audible’s paid media activity, led by Cynthia Chu, CFO and Growth Officer and Susan Jurevics, EVP, Head of International. Audible was supported through the agency RFP process by growth consultancy, ID Comms.

Cynthia Chu, CFO and growth officer and Susan Jurevics, EVP, head of international, led the global review. Chu said Wavemaker’s “energized approach to media will help Audible reach many more potential customers around the world and their global background will bring a nuanced, individualized approach to each marketplace in which we offer our service.”

Wavemaker won the global account for L’Oreal last year. Other local clients include DoorDash, Netflix, AirBnB and Bumble.

Global Wavemaker CEO, Toby Jenner said: “We live in a world, now more than ever, where exceptional growth requires accelerated change. We developed bespoke principles to power Audible’s Next Level of Performance, which will be underpinned with our market leading data and technology capabilities.

“We couldn’t be more excited to work with Audible and their teams around the world. We are two businesses very much culturally aligned through our vision for the future.”

Wendy Gower, MD Hearts & Science Sydney, told Mumbrella: “We are so proud of our partnership with Audible; the collaboration between our teams and the incredible growth achieved. We launched the brand and the category to Australian consumers in 2014, with Audible consolidating more and more of their marketing requirements into our Sydney team over the years, including the Japan performance activity.

We are very sad – on both a professional and personal level – to see the end of this successful relationship, but we wish Audible and Wavemaker every success for the future.”

Wavemaker has been contacted for local comment.


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