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ID CommsMay 27, 20221 min read

ID Comms In the News: Audible Global Pitch Appoints Wavemaker

ID Comms is proud to have supported Audible through a global media pitch.

Audible, the Amazon company headquartered in Newark, New Jersey, announced the results of its $500m global paid media pitch, with WPP agency Wavemaker consolidating the global account, as part of the company’s moves to take on rivals such as Spotify.

Wavemaker’s appointment follows a four month 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 award-winning growth consultancy, ID Comms. 

"ID Comms is very proud to have supported the media and leadership teams at Audible through our MediaForGrowth™ program and, subsequently, the global agency pitch process. We couldn’t be more excited for their new partnership with Wavemaker and the great things they will achieve together. " - Allie Ross, Consultant, ID Comms

“We know that Audible enhances the lives of our listeners, everywhere in the world. 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." - Cynthia Chu, CFO and Growth Officer, Audible

Recent media coverage of the news:

Ad Age highlighted the fact that Audible liked the winner’s “energized approach to media”. 

Ad Week noted the geographical scale of the process, covering markets such as U.S., Canada, U.K., Spain, France, Italy, Germany, India, Japan and Australia and commented how the consolidation would help the company streamline its global marketing initiatives.

Campaign reported the response from Wavemaker CEO Toby Jenner, who said: “We developed bespoke principles to power Audible’s next level of performance, which will be underpinned with our market leading data and technology capabilities.”

MediaPost added that the appointment was with immediate effect, with other key Wavemaker clients being Mondelez, L’Oréal, ViacomCBS, Coinbase, and DoorDash. 

Other coverage included The Media Leader and Medianews4u.