Global, the Media & Entertainment group, has today marked the start of a new chapter of growth, revealing ambitious plans to expand into video-first podcast brands and branded entertainment in sport, while launching a new suite of data-led tools to prove advertising effectiveness.
At its first-ever Audio & Entertainment Upfronts, Group CEO Simon Pitts addressed a packed room of advertisers to present Global Studios, the company’s new creative powerhouse for video-first podcast brands, and announce a major new focus for Global – bringing creator-led video together with its award-winning audio brands, giving advertisers access to integrated, multi-platform campaigns across Global’s radio, digital and outdoor networks.
“Expanding into video in a major way is a natural next step for Global. We all know the lines between audio and video are blurring rapidly, with audiences and brands increasingly expecting integrated experiences. And that’s what you’re going to get from Global.
“With Global and the Fellas Studios joining forces, we’re building a launchpad for the next generation of media brands – combining creator talent and premium production with the best brands and the power of Global’s unrivalled data engine and marketing machine.”
SIMON PITTS
Following successful collaborations with Team GB, Wimbledon, McLaren and SailGP, the event also marked the launch of Sport by Global, a new sports entertainment division bringing brands, athletes and rights holders closer to fans.
Mike Gordon, Chief Commercial Officer at Global said: “Creativity and partnerships are our superpower. With the launch of Sport by Global, we’re extending our entertainment expertise into one of the most powerful cultural spaces – the world of top class sport.
With a weekly reach of over 52 million people across our platforms, we can amplify huge events for rights holders and help them connect with audiences in new ways. We’re combining entertainment and cultural moments like never before, and in doing so, creating new commercial opportunities for advertising partners.”
Global also announced details of a brand-new narrative podcast series focused on the infected blood scandal hosted by Emily Maitlis.
In addition, the media owner introduced Global:IQ – a game-changing new data and effectiveness platform designed to help advertisers plan, measure and prove the impact of their campaigns across Global’s platforms. Global:IQ brings together first-party data, advanced analytics, and AI-driven creative optimisation tools, offering real-time performance insights and measurable results.
Simon added: “We know we need to combine our brand strength with performance-led, data-driven solutions that improve measurement and prove effectiveness. That’s why we’re so excited to be introducing our new data and effectiveness platform today, Global:IQ – the home to a whole suite of tools to prove the impact of every pound advertisers spend with us.”
“Proving outcomes matters more than ever. Global:IQ brings together data, technology and creativity to give advertisers real confidence in what works – and what could work even better.”
Mike gordon
Global also showcased the strength of its branded entertainment offering – where creative energy, passion and partnerships combine to connect brands with audiences.
Tom Corbett, Group Head of Sponsorship & Client Experience at Barclays said: “We’ve been partners of Global for many years now. It’s a hugely valuable relationship for us as an advertiser. We are the title sponsor of Capital’s Jingle Bell and Summertime Ball, but the uniqueness of our partnership really comes from the ability to combine the power of live events and live music with the scale of Global’s network. That’s something for us that’s unprecedented in the sponsorship space and makes the relationship so valuable.”
L-R: Katie Bowden (Managing Director, Commercial Audio, Global), Callum Airey (CEO & Co-Founder, The Fellas Studios) Anna Williamson (LuAnna), Emily Maitlis (The News Agents), Vicky Etchells (Director of Podcasts, Global)
Photos: Matt Crossick
