Pierre Bouvard, Chief Insights Officer of Westwood One and its parent, Cumulus Media, is well-known for being the radio industry’s biggest cheerleader. Every week, his blog posts illustrate the continued strength of a business that continues to lose dollars to digital media and lacks respect among many Madison Avenue decisionmakers.
Perhaps that will soon change, as he’s now taking the lead position of Cumulus’ newly created “audio media and creative advisory group for marketers and agencies.”
Introducing the Audio Active Group (AAG), described as a “natural evolution from a sponsor-focused research and insights group to a true comprehensive marketing advisory.”
How so? The Audio Active Group seeks to partner with clients to measure the impact of the entire audio campaign — not just the Cumulus/Westwood One investment.
It will specialize in audio creative best practices, media planning, strategic allocation within radio, and measurement of the entire radio investment.
“One-third of brands in audio today are new to the medium. As major brands discover audio, they have lots of questions about audio creative strategy, media planning, and campaign measurement, and we have a deep understanding of what audio campaigns can accomplish,” said Suzanne Grimes, EVP, Marketing for Cumulus and President of its Westwood One national radio arm. “Under Pierre’s deft leadership, we are the only company that measures the impact of the entire audio investment and uses our trove of creative-testing and campaign-effectiveness data to help guide clients’ media investments and creative strategy.”
