• by Fern Siegel , April 4, 2024

Podcast studio Wondery launched a new brand-content campaign – "Wondery Means Business" – to showcase its business shows.

They include "The Best One Yet" (TBOY), "How I Built This With Guy Raz," "Business Wars," "The Big Flop" and a new social-first series called "Side Hustlers," which targets younger generations who aren’t following traditional career norms, but need to supplement income.

"How I Built This" will also be available on Wondery's YouTube channel and its Freevee channel.

The campaign includes paid social and audio, a 3D digital billboard, out-of-home ads in New York, influencer engagement and targeted ads focused on business-school communities.

Concept Arts created the look and feel of the overall campaign, while Gupta Media handled the out-of-home creative.

The ads use standard business acronyms (ASAP, MBA, IPO, CEO) but revamps them into broader, more relatable messages, such as MBA: My Biggest Aspirations.

“'Wondery Means Business' is our largest brand campaign to date and the start of some exciting, strategic shifts we are making to reach new audiences," said Blad Norman, head of marketing at Wondery, an Amazon company.

Wondery is available on its app at various venues, including Amazon Music and Apple Podcasts, and its premium ad-free Wondery+.

As of July 2023, Wondery had 18.4 million monthly U.S. listeners, according to Exploding Topics research.

Concept Arts client work includes "Jurassic World Dominion," "Top Gun Maverick" and "Elvis."