Jenny Nelson (Audacy) | Audio’s Power to Move, Connect, and Grow Brands
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
This episode features Jenny Nelson, Chief Marketing Officer of Audacy, one of the nation's leading multi-platform audio content and entertainment companies. Recorded live at the ANA Masters of Marketing in Orlando, Jenny shares her 22-year journey in the audio industry and reveals the transformative power of audio marketing. (03:24) The conversation explores how sound drives emotion, builds trust, and creates authentic connections between brands and audiences. Jenny discusses Audacy's evolution from traditional broadcaster to digital-first audio powerhouse, emphasizing the importance of authentic storytelling and creator partnerships. (09:47)
- Main themes include the magic of audio marketing, authentic brand storytelling, creator collaboration, and the future of multi-platform content consumption
Speakers
Jim Stengel
Jim Stengel is the host of The CMO Podcast and a former chief marketing officer who has helped hundreds of major brands discover and activate their purpose. He brings extensive experience from his time at Procter & Gamble and continues to guide marketing leaders through brand strategy and growth initiatives.
Jenny Nelson
Jenny Nelson is the Chief Marketing Officer of Audacy, one of the country's leading multi-platform audio content and entertainment companies. With over 22 years in the audio industry, she started her career at BBDO before making a pivotal move to Susquehanna Radio (later Audacy) in 2008. Jenny has become a foremost expert on how sound drives emotion, performance, and brand growth, leading Audacy's brand strategy, creative research, communications, and sales marketing for both local and national teams.
Key Takeaways
Unify B2B and B2C Brand Voice
Jenny emphasizes that successful brands no longer operate in separate B2B and B2C silos. (06:24) Modern marketing requires connecting both approaches so your brand speaks authentically to everyone. At Audacy, this means balancing the corporate umbrella brand with iconic local radio stations and podcast brands. The challenge lies in using the Audacy name while promoting individual brands that are deeply rooted in their local communities. This unified approach creates stronger brand recognition and more consistent customer experiences across all touchpoints.
Let Creators Tell Stories Authentically
The most effective audio content comes from giving creators freedom to tell brand stories in their own voice. (16:32) Jenny's research with creators revealed that the number one best practice is "let us do our thing" - provide bullet points instead of scripts so creators can connect genuinely with their audiences. When creators feel authentically connected to a brand, that connection translates directly to their listeners. This approach requires brands to trust creators while ensuring brand-creator alignment on values and messaging.
Audio Creates Powerful Emotional Connections
Audio has unique power to build trust and drive performance because it reaches people on a deeply personal level. (13:13) Jenny explains how audio content creates intimate connections - listeners feel like they're part of conversations with their favorite radio hosts or podcast creators. This trust transfers to brand advertisers, creating more effective marketing outcomes. The medium allows for storytelling that engages imagination and creates vivid mental imagery that other formats cannot replicate.
Embrace Entrepreneurial Culture While Scaling
Maintaining startup agility and entrepreneurial spirit becomes crucial as organizations grow. (31:06) Jenny describes how Audacy preserved its "scrappy" culture from its Entercom days even as it became a major media company. This means empowering local market managers to run their businesses with an owner's mindset while providing corporate support for growth. The key is balancing autonomy with accountability, allowing teams to think differently and take risks while staying aligned with overall company objectives.
Focus on Growth Across All Metrics
Success in media requires comprehensive growth measurement beyond traditional metrics. (33:33) Jenny identifies growth in audience, revenue, and downloads as primary success indicators, but emphasizes the importance of measuring growth "across the board." For audio companies, this means tracking local community engagement, podcast subscriber growth, advertiser satisfaction, and creator development. The interconnected nature of these metrics means success in one area often drives success in others.
Statistics & Facts
- Jenny Nelson has been with Audacy for 18 years, starting when it was called Entercom Communications Corporation. (25:57) The company was founded in 1968 and rebranded as Audacy, Inc. in 2021, demonstrating the long evolution from traditional radio broadcaster to multi-platform audio entertainment company.
- Audacy recently partnered with Mogul, an athlete influence platform that includes approximately 30,000 college athlete influencers. (34:13) This partnership represents Audacy's strategic expansion into sports marketing and creator collaborations.
- No specific audience or revenue statistics were provided in this episode, though Jenny mentioned that growth across all metrics - audience, revenue, and downloads - is their primary measure of success.
