The branded podcast studio Pacific Content formed a transatlantic strategic partnership with Fresh Air Productions to create what they say is a global partnership to help companies tell their stories in audio. Toronto-based Pacific Content and London-based Fresh Air Productions say they are pooling their talent, experience, and insight to create a “center of expertise” on podcast production, measurement, promotion, and distribution in the North American and European markets.
“Together we’ll work even harder to make our podcasts more creative, more global, and more impactful for our clients,” said Fresh Air Founder Neil Cowling in the announcement.
Fresh Air Productions is the largest branded podcast creator in the U.K. It produces more than 70 podcasts for household name brands across the U.K., Europe, and the Middle East such as Shell, DHL, and Hyundai. Pacific Content works with brands such as Ford, Dell, and Charles Schwab looking to reach listeners in North America.
Cowling said the two companies began talking earlier this year and when they compared techniques, insights, philosophies, and approaches, they found that they have a lot in common. “Both our existing and future clients can benefit from podcast talent, ideas, resources, insight, and expertise on both sides of the Atlantic,” he said. “When it’s appropriate, we’ll pull all this together to offer brands a truly global podcast production and creative development facility, and create audio content with stories that chime around the world.”
In an episode of Fresh Air Production’s own Fresh Ears podcast explaining their decision to work together, Pacific Content founder Steve Pratt said that more brands are thinking about the stories that are happening around the world and it’s a smart branding strategy to work together and be better positioned to address those needs.
“I knew from our first call that Neil and the Fresh Air Production team are kindred spirits who share the same passion for making amazing, creatively brave podcasts that deliver real business results for brands,” said Pratt. “Together, we are going to be able to better serve global brands with world-class production teams, strategists, and our unique audience development expertise.”
Cowling said not every project will be a coproduction. They will only use it “when it feels right” and “there’s an opportunity to tell stories that are global.”
Financial terms of the alliance were not released. Canadian broadcaster Rogers Media bought Pacific Content in 2019.