Show Notes
Waitrose's branded podcast recently passed one billion downloads, views and listens, staking a claim as the world’s most successful branded podcast, while also receiving the most nominations for this year's British Podcast Awards. Media and entertainment are becoming more ever closer, so in this episode, Campaign digs into why branded content is on the rise, what makes it good and questions whether Dish’s success can be achieved by other brands.
The team discusses how brands don't want to "rent" their audiences, but own them, the struggle of too many chief executives wanting to be on the podcast and how branded content performs compared to other forms of media.
Hosted by tech and multimedia editor Lucy Shelley, this episode features Lucinda Rouse, multimedia editor of Campaign’s innovation team, deputy media editor Shauna Lewis and deputy creativity and culture editor Charlotte Rawlings.
Further reading: Aardman moves into branded content partnerships LBC sees record quarter amid geopolitical unrest British Podcast Awards 2026 shortlist revealed
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