4DC grows podcast offering after six months

London, UK—Global strategic podcast agency, 4DC, launched in December 2018 as part of the markettiers4DC group. 4DC is already capitalising on the massive media shift towards digital audio, through a new partnership with multi-award winning podcast production company, Fresh Air Production.

The new venture, the first collaboration of its kind, will see the two companies’ combined offering extend from podcast strategy and production fundamentals into focussed results measurement, talent management and promotion for all brand funded podcasts globally.

Podcasts present a huge opportunity for brands to connect with audiences in a way they haven’t been able to before. Nine in 10 (93%) listeners who start a podcast will finish it, meaning that brands have, on average, over 43 minutes of direct exposure to their audience. 4DC has seen a steep rise in clients looking to understand the opportunity and value in podcasts.

Howard Kosky, CEO and founder of 4DC commented, “I am extremely proud to bring this integrated podcast offer to market. The team at 4DC are genuinely excited to be working with Neil and his team of industry leading producers. Fresh Air Production is already the best company to deliver the broadcast quality podcast production. We’re looking forward to aligning this with our bespoke approach to strategic development and effectiveness measurement for new and existing clients.”

The partnership’s first client is a brand-funded podcast series with leading law firm, Slater and Gordon. Combined, 4DC and Fresh Air Production have advised Shell, Avon Cosmetics, AQA, Aviance UK and McLaren on their branded podcast offerings.

4DC and Fresh Air Production will kick off their partnership by moving into joint Farringdon offices on Thursday 1st August 2019. The new partnership will initially have a combined 30 strong team of podcast specialists; including experts in strategy, production, planning, distribution and evaluation. Leading the charge from Fresh Air Production is former BBC Radio 5Live producer, Neil Cowling, who founded the multi-award-winning podcast production company in 2003.

Neil Cowling, founder and managing director of Fresh Air Production explains, “This partnership with 4DC creates an incredible opportunity for brands to own the podcast conversation. Podcasts give brands direct access to a highly engaged and growing audience - it is the natural evolution of a brand’s digital and broadcast communications strategy.

“The ability to show to show business value that is driven by a brand’s podcast investment is a game changer for our industry. 4DC is built to do just that.”

Howard Kosky, CEO and founder of 4DC, concludes, “Podcasts are proving to be the fastest growing innovation in branded communications. Acast and Audioboom’s record results, and our own research, proves to brands that podcasting is a relatively untapped marketing goldmine. The podcast space has been crying out for a full end-to-end podcast consultancy to help brands realise their podcasting potential and that is what we have launched.”

4DC released its first in a series of podcast research reports in June 2019. The research shone a light on the value of podcast listeners to brands – listeners outspend their peers by up to 179%.

4DC is part of the markettiers4dc group of companies which includes: Through the I, Opinion Matters, Sound Creative and markettiers.