Russell Pedrick Managing Director Octave

Audio is one of the fastest-growing media channels, but are marketers still undervaluing it?

In this episode of the Business of Marketing, John Horsley sits down with Russell Pedrick, Managing Director of Octave, to explore how audio is evolving from a supporting channel into one of the most powerful parts of the modern media mix.

Drawing on experience across Disney, ESPN and News UK, Russell explains why podcasts, digital audio and connected listening are reshaping media planning, why AI is transforming creative production, and how brands can deliver highly personalised campaigns at scale without sacrificing creativity.

They discuss the growing gap between audience attention and advertising investment, the rise of premium audio, the future of AI-generated creative, and why curiosity and adaptability have become essential leadership skills in today's media industry.

If you want to understand where audio advertising is heading, and why marketers should be paying much closer attention, this episode is essential listening.