Mekanism | Agency Profile, Contacts, AOR, Client Relationships

• Audible originally hired Jurevics as a GM in July 2019 and was most recently its international EVP and head.
  • Now, she will add Audible's global brand strategy development and execution to her existing international duties.
  • Jurevics will focus on its "storytelling" via a more "centralized" approach.
  • This will involve a more joined-up strategic approach balanced with localized pushes.
  • Audible hasn't had a CBO before, but Jurevics's hire follows the departure of incumbent CMO John Harrobin in 2021.
• Finn joined Audible as its content marketing head in February 2022 after having served as a managing partner at marketing consultancy Business As Usual.
  • He now oversees Audible's global social, creative, and US content marketing teams.
• The pandemic started an audiobook surge that hasn't yet slowed down.
  • Audlble has also expanded into original and podcast content.
  • Within the past year, Audible has made 850 original slates; 2/3 of these titles came out of the US.
  • However, this expansion has made Audible have to compete more with Spotify, which debuted its own US audiobook proposition in September.
• The brand will likely:
  • Continue ramping up digital spend
  • Seek new agency partners
• Target demographic: 
  • ​​​​​​​​​​​​​​Gen-Z and millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Audible has spent approximately $19.3m on national TV commercials.
  • Last year: The brand spent around $24.6m on this channel last year after having spent 50% more, around $36.9m, in 2020.
  • 2022 ad programming: Audible's 2022 commercials have targeted Gen-X watching shows such as NFL Football, the 96^th Annual Macy's Thanksgiving Parade, This Is Us, Dick Clark's New Year's Rockin' Eve With Ryan Seacrest 2022, and Forensic Files
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The brand has allocated roughly $78.2m toward digital ads YTD, 6% more than the roughly $73.6m allocated in all of 2021.
  • YTD data: Since the beginning of 2022, Audible has earned ~10.3b digital impressions via Facebook (46%), Instagram (42%), desktop display (4%), desktop video (3%), Twitter (2%), and mobile display (2%) ads.
  • Last year: In 2021, the brand's estimated full-year spend of $73.6m increased by 63% from that of $45.1m in 2020.
• Additional channel insights  
  • The brand utilizes print, OOH, radio, influencers, and local broadcast.
  • Audible sponsors podcasts such as Ten Percent Happier with Dan Harris and The Daily Stoic.

Additional agency insights:

• Opportunity: Top hires like these often lead to agency reviews, so contact soon to get on Jurevics's and Finn's radars.
  • ​​​​​​​Audible named earlier this year, so you'd have the best luck securing potential PR, creative, digital analytics, and/or social media management work.
• Current agency roster:
  • ​​​​​​​Wavemaker: Paid media AOR
  • : Creative AOR
  • : Creative AOR
  • : PR agency partner
  • : Social agency partner

Insight Sources: Broadcast insights estimated by Podchaser.