TORONTO — Canadian podcast advertising company The Podcast Exchange (TPX) said Monday it is expanding into podcast production with its launch today of TPX Studios, which offers branded and enterprise podcast production and consulting services.
“We understand brands. We understand internal communications. We’re offering a production service tailored specifically for Canadian business and the Canadian audience,” said Jean-Marie Heimrath, TPX’s CEO, in the news release.
TPX Studios’ focus on branded podcasts builds on TPX’s previous work for companies such as The Atlantic and Cineplex. Jeff Ulster, TPX’s chief content and technology officer, brings his past experience as director of digital talk content at the CBC to bear in the creation of all branded content, says the news release. In addition, Ulster’s work as co-publisher of The Canadian Podcast Listener report is reflected in the company’s data-driven approach to working with brands, the release says.
“Our consulting background means that companies don’t simply access a production service,” says Ulster. “They benefit from a deep understanding of Canadian demographics and listening behaviours that are critical to ensuring a targeted podcast that delivers results.”
Charles Anderson, head of TPX Studios’ enterprise division, speaks about the challenges that companies are facing with their own internal communications during the current pandemic.
“Social distancing resulting from Covid-19 has disrupted the communications channels that corporations need in order to function. Workers are displaced, national meetings and town halls have been cancelled. Podcasting enables companies to unite a fractured workforce at a time when internal cohesion is a critical objective,” says Anderson.
TPX Studios is positioning itself as a full-service answer to organizations looking to leverage podcasting with their customers and stakeholders.
“For those that embrace the right tools, the result will be higher brand awareness and greater cohesion between senior management and their employees, customers and business partners,” adds Heimrath.
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