Translation Enterprises Announces Partnership with iHeartMedia, Empowering Brands to Harness Cultural Signals and Trends
February 26 2020 - 2:19PM
Business Wire
Partnership will provide brands with access to
a new suite of audience cohorts developed from proprietary cultural
intelligence
Translation Enterprises today announced a strategic partnership
with iHeartMedia, the no.1 audio company in America, that will
expand Translation’s suite of Brand-to-Culture solutions. This
partnership will combine iHeartMedia’s SmartAudio Platform listener
data with trend signals from Translation Enterprises’ artist
services platform, UnitedMasters, creating the first solution that
enables audience segmentation and targeting based on shared
cultural affinities and experiences. iHeartMedia’s SmartAudio
Platform will enable brands to leverage these new important
culture-based audiences.
According to a September 2019 ANA study, consumers who perceive
ads as culturally relevant, compared to those who do not, are 2.7
times more likely to purchase the brand for the first time. The new
partnership empowers brands to go beyond demography-based targeting
by enabling audience planning and activation based on the way
people drive and participate in culture - their networks,
discourses, and affinities for trends.
“Music is always at the bleeding edge of culture, influencing
how we speak, dress, interact and live,” said Translation
Enterprises President Damian Garbaccio. “If brands want to be
relevant, they need to have access to and comprehend this cultural
currency. We're incredibly excited to partner with iHeartMedia,
making access to this information reality and allowing brands to
reach their desired audience in a sophisticated way.”
This partnership presents a new opportunity for brands to extend
their buys across iHeartMedia’s digital radio properties and its
850 broadcast stations via iHeartMedia’s SmartAudio Platform,
providing access to iHeartMedia’s massive reach.
“At iHeartMedia our mission is to connect fans, brands and
content at the moments that matter most, at scale. This partnership
provides another tool to connect brands with cultural insights and
connections to drive growth through audio,” said Gayle Troberman
EVP and CMO iHeartMedia.
Today’s announcement with iHeartMedia represents the first major
partnership to emerge under the newly unified Translation
Enterprises business, which combines the award-winning creative
firm Translation and the independent artist services company
UnitedMasters. The unified business will see the creation of
multiple products that leverage cultural insights, constantly
evolving to help brands gain a deep understanding of cultural
trends before they emerge and activate campaigns with stronger
cultural relevance.
About Translation Enterprises
Translation is an award-winning brand development and marketing
company built to help ambitious brands harness the power of culture
to solve their biggest challenges. As a unique mix of experts in
culture, technology, and storytelling, we are united by a passion
to grow brands in ways that advertising alone can never do.
Translation is behind some of the most iconic and culturally
impactful executions of the past decade, including the Budweiser
Made in America festival and HBO's influencer and experiential
campaign for The Defiant Ones, one of the most-watched
documentaries in the network’s history. To connect with us or learn
more, visit www.translationllc.com.
About iHeartMedia
iHeartMedia (NASDAQ: IHRT) is the number one audio company in
the United States, reaching nine out of 10 Americans every month –
and with its quarter of a billion monthly listeners, has a greater
reach than any other media company in the U.S. The company’s
leadership position in audio extends across multiple platforms,
including more than 850 live broadcast stations in over 150
markets; digital radio via its iHeartRadio digital service
available across more than 250 platforms and 2,000 devices; through
its on-air influencers; social; branded iconic live music events;
and podcasts as the #1 commercial podcast publisher. iHeartMedia
also leads the audio industry in analytics, targeting and
attribution for its marketing partners with its SmartAudio product,
using data from its massive consumer base. Visit iHeartMedia.com
for more company information.
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version on businesswire.com: https://www.businesswire.com/news/home/20200226005825/en/
Translation Enterprises Dewi Paulino press@translationllc.com
iHeartMedia Angel Aristone AngelAristone@iheartmedia.com
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