How Australia’s Biggest Brands Win on Radio & Podcasts with Andy Procopis
That F*cking Marketing PodcastShow Notes
Are you throwing away your campaign budget on audio ads that everyone skips?
In this episode, we sit down with audio integration expert Andy Procopis, a seasoned media strategist with years of experience navigating the high-stakes world of radio, managing major talent and bridging the gap between editorial and commercial teams. From handling mid-campaign crises to winning over massive personalities like Kyle Sandilands, Andy shares the unfiltered truth on what actually drives ROI across radio, podcasting, and branded content.
If you want to know why most audio ads fail and how to build integrations that convert, this is a must-listen masterclass.
Key moments:
00:00: The 11% Rule: Doubling Campaign Effectiveness
8:46: How Forcing Copy on Talent Destroys Campaigns
18:58: Why Agencies Treat Radio Like a "Booty Call"
27:28: Why Brands Still Default to Plain Spot Buys
29:47: The Real Reason People Still Tune Into Live Radio
34:39: What’s the Cost of Host-Read vs. Programmatic Audio
35:35: This is the Real Difference Between Radio and Podcast Ads
39:57: How to Justify Audio Spend to Executive Leadership
40:60: Whether you should Move Marketing Budget Out of Meta and Into Audio
45:37: The Truth About Podcast Downloads as a Vanity Metric
Connect with Andy on Instagram @procopics or you can tune into his show Advice Accreditation Bureau on Apple Podcasts, Spotify, and YouTube.
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If you want the TLDR of what you should actually care about, you're in the right place.
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See the behind the scenes over at @tfm.pod - https://www.instagram.com/tfm.pod/
Follow the TFM team over at https://www.instagram.com/tfm.digital/ and https://www.tiktok.com/@tfm.digital
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