Somethin’ Else, part of Sony Music Entertainment, today announced Annabel Wilcken as Head of Branded Podcasts. She will be based in the UK and report to Jen Nelson, EVP, Co-Head Global Podcasts.
In her new role, Wilcken will lead on client relationships for brand-funded podcasts, growing this part of the business alongside Somethin’ Else’s award-winning creative team. Its branded productions, which include 3.55 Chanel Podcast, Red Bull How To Be Superhuman and All Round Mine with Primark, deliver marketing and awareness for the brand, while also producing audio that audiences love.
Wilcken joins Somethin’ Else after 11 years at Spotify, most recently as Director of Multi-Market Activation & Planning. She served as one of the founding members of Spotify’s London office, and went on to help expand the multi-market advertising partnerships team in New York. She brings experience in developing influential audio and podcast partnership strategies and driving advertising revenue growth across multiple sectors including FMCG, tech and entertainment. Wilcken’s portfolio includes global brands ABInbev, Google, EA Games, Proctor and Gamble, Warner Bros and more.
Jez Nelson said: “Annabel has great experience bringing brand and agency briefs alive in the podcast space. She has that essential balance required to deliver on client briefs whilst working with creatives to make sure audiences are thrilled and engaged. We’re excited to welcome her as part of our senior team.”
Annabel added: “Having evangelized the power of audio as one of the most creative, authentic and effective tools for marketing for most of my career, joining Somethin’ Else to lead their branded podcast efforts is a hugely exciting step.
“The exponential growth in podcast consumption in recent years, and advertisers’ subsequent adoption of podcast advertising, has given the audio industry tremendous momentum. And it’s only the beginning.”
Somethin’ Else has a long and proud history of working with premium brands, including Channel, Primark, Penguin and Red Bull. Somethin’ Else believes in applying the same editorial passion and standards to brand-funded podcasts as it does its own originals or broadcaster clients’ productions.