Pandora has launched a new in-house consultancy for clients devoted to audio creative. Branded as Studio Resonate, the shop will provide advertisers with audio creative development, sonic branding and strategy services, as well as visual design, rich media production, web/mobile experiences, and live activations.
Pandora has provided these services to clients for years while developing nearly 250,000 audio spots on its platform. The launch of Studio Resonate marks the first time this creative offering will sit under one brand. The internet radio service says the range of services offered to advertisers is tied to the volume of media that they buy on Pandora.
“We are launching Studio Resonate with the understanding that if a brand doesn't have a holistic audio strategy, it is not being heard,” Lauren Nagel, Pandora VP and Executive Creative Director, said in a news release. “Sound is an inherently interactive experience that creates a personal connection and engagement in ways that no other medium can.”
While audio has become a bigger priority for advertisers, Lizzie Widhelm, Senior VP of Ad Innovation at Pandora, says advertisers often default to creative carried over from other media channels. The new consultancy is intended to help clients “approach audio in its own way – improving opportunities for ad effectiveness and resonance, while increasing listener satisfaction.”