Acast has promoted Jack Preston to be its Global Head of Acast Creative.
Acast Creative is the in-house creative ad solutions team and part of the Acast Marketplace, helping brands in the rapidly evolving podcast landscape to improve commercial messaging to its greatest potential. It was launched in 2019 for European markets before expanding globally in regions including the US.
Led by Preston, Acast Creative held its first global Sounds Creative event in April, guiding and educating brands on creative best practice in podcast advertising.
The event followed the publication of new research from Acast Creative looking at the impact and importance of ads created specifically for podcasts, versus those re-used from other media channels.
In his new role, Jack will continue to develop Acast’s relationships with both the clients and creators, continuing to introduce innovative new ad formats into the medium and redefining what a podcast ad campaign can be.
He’ll also work closely with regional creative directors, developing strategies tailored to each market and each client they work with.
Commenting about his new role, Preston said: “When we enter into a partnership with a brand and a creator, we don’t just want people to hear the campaign — we want them to be truly listening, watching and experiencing them everywhere.
“A podcast can now be so much more than something you just listen to, so while all our campaigns will continue to have audio and storytelling at their heart, we want to work with creators and brands on bigger, more ambitious executions that take place across multiple platforms.”
Preston has more than a decade’s experience creating multichannel campaigns for brands, and since joining Acast has led an overhaul of its advertising offering for clients — helping move the business from ads and sponsorship alone to a greater focus on branded content and 360 partnerships. Before joining Acast, he led content and social strategy at Virgin.