Bauer Media took centre stage at this year’s IAB Upfronts, hosted by Greatest Hits Radio’s Kate Thornton.
The session highlighted creativity, innovation, and the future of audio, bringing together senior leaders and broadcasting talent to explore how Bauer continues to connect audiences and brands through trusted, creative content in the ‘Audioverse’.
Lucie Cave, Chief Creative Officer for Podcasts and Commercial Content, opened the event by revealing Bauer’s video-first, 360° podcast strategy.
She showcased hit titles including Katherine Ryan’s What’s My Age Again?, Pete Wicks’ Man Made, The Sunday Roast with Olivia Attwood, and KISS duo Jordan and Perri’s Brothers Uncovered.
Lucie explained how Bauer transforms shows and talent into full-scale media brands across radio, print, outdoor, and social, while blending audio, live events, and community-driven content to create cross-platform opportunities for creators and advertisers.
She also announced a brand-new podcast, Lost In Translation, from Hits Radio’s Gemma Atkinson and Gorka Marquez.
Bauer presenters Tyler West and Molly Rainford joined the stage to discuss their upcoming podcast. They entertained the audience with a light-hearted Mr and Mrs challenge and shared stories from Celebrity Race Across the World and Strictly Come Dancing, adding a fun moment to the session.
Charlie Brookes, Bauer’s Digital Director, and Nadia Holmes, Head of Business Development, then introduced audioXi Moments, the next evolution in digital audio.
The data-driven platform connects brands with audiences through real-life moments and emotional states, from morning commutes to mindfulness breaks, helping advertisers engage listeners in authentic and emotionally resonant ways across Bauer’s network.
Alex Baker, Head of Creative Strategy, explored the power of trust in digital campaigns. Using the KISS x Mentos partnership as an example, he showed how relevance, creativity, and authenticity combine to build meaningful audience connections and deliver campaigns that truly resonate.
The session concluded with a lively sofa discussion featuring Magic Radio’s Harriet Scott, Hits Radio’s Fleur East, and Absolute Radio’s Dave Berry.
Joined by Kate Thornton, they reflected on radio’s enduring power to connect with audiences, shared standout moments from interviews with global stars, and explained why radio remains a vital platform for storytelling and discovery.
