A new specialist audio media buying and creative agency has been created by two former commercial radio directors.
Howard Bareham, former Commercial Development Director at News UK’s Wireless Group, and Matt Hopper, an audio production specialist with more than 35 years experience across organisations including the BBC, Capital Group and Bauer Media, have set up Trisonic.
Trisonic aims to bring about a new approach to audio media buying and creative production, offering agencies and advertisers an alternative.
Trisonic’s core service is media planning and buying, creative production, and proactive service and consultation within the radio and audio media market. They will plan and buy audio advertising, and produce complete audio campaigns, overseeing the process from start to finish.
Howard Bareham, who previously led the £200m radio negotiations for GroupM, said: “Digital transformation has revolutionised the media market, and is remodelling the radio and audio media market. However, the specialist audio media agency market ways of working have remained static over the years, and the companies operating in this area are very similar in terms of their client offering.
“We want to do things a little bit differently at Trisonic, and to create a model that has transparency, accountability and creativity at its core, with greater collaboration between media owner and client to ensure that the output is the very best quality.”
Matt Hopper added: “Audio is not just a great medium to work with; it offers more opportunities to connect with an audience than ever. At over 35 million listeners a week, the commercial radio audience is going through a period of growth, with the majority (50.9%) now consuming radio on digital platforms.
“The migration away from screens and keyboards towards voice-activation means that audio is increasingly becoming an essential part of peoples’ lives, and today there’s a multitude of audio opportunity available to truly bring a campaign to life.”
Trisonic will be based in central London and counts leading media agency December 19 amongst its founding clients.