- Your ATTN Please
- Posts
- Your ATTN Please || Monday, 7 July
Your ATTN Please || Monday, 7 July
Sometime in the last 20 years, radio ads went the way of low-rise jeans and flip phones.
Replaced by shiny new trends that seemed way cooler. But just like baby tees, indie sleaze, and Y2K fonts, audio is sooo back. Because audio doesn’t just have smarter targeting and deeper engagement now. It also brings that intimate, in-your-ear vibe few other mediums can touch. So if you’ve been sleeping on audio branding, it’s time to add it back into your arsenal.
- Charlotte Ellis, Editor ♡
Want the secret sauce for running paid ads that actually sell?
Join us for a 90-minute workshop that replaces guesswork with a step-by-step setup for profitable campaigns that turn scrolls into sales.
In this session, you’ll learn:
✅ What to post, how often, and in which format (templates included!)
✅ How to set up your first (or next) campaign so it’s built to convert
✅ The one thing every successful campaign gets right
✅ How to track what’s working & tweak what’s not
PLUS The latest best practices for Meta ads in 2025.
Ask questions. Get answers. Leave ready to grow your sales and scale your business.
Wednesday, 30 July | 8:30–10:00am NZT | $59 NZD
WHAT’S HAPPENING IN MARKETING TODAY?
Ribena rebrands, US ad employment drops (again) & Polaroid campaign promotes IRL memories
Ribena gets a £7M brand refresh.
If Ribena wasn’t your absolute fave drink growing up (albeit only for a special treat), I literally don’t trust you. That sh*t is gas. But then… boom. It kind of just… fell off. I once attributed it to just getting older. Refining my taste, cutting out sugary drinks etc. But according to The Grocer, sales were sliding, and the brand had fallen out of Britain’s Biggest Brands survey in 2025.
Now, Ribena wants to drive more consumers to rediscover their favourite childhood drink. So it makes sense that the new look is focused on “ maximising and modernising Ribena’s distinctive heritage". As for the bulk of the 7M investment, the campaign "No Taste Like Home" centres around a pair of siblings, sharing Ribena, and evoking precious memories from their childhood. Is it enough to make me start drinking Ribena on the regular again? No. If they made a sugar-free version? Absolutely.
US ad employment dropped in June for the seventh month in a row.
Is this a recession indicator? Employment in advertising, public relations and related services fell by a whole 700 jobs in June, declining for the seventh month in a row. For context, the steep decline shows a loss of 1,400 jobs just a month ago, and 900 two months ago. According to AdAge, such sustained drops historically correlate with recession. But that doesn’t mean there aren’t other forces at play here.
The ad industry is in the middle of a structural shift. Automation, AI, and in-housing are reshaping agency models. Brands are trimming external spend and investing in owned or tech-driven capabilities. At the same time, media fragmentation and performance pressure are squeezing traditional ad roles. Fewer retainers, more project work, and a rise in gig-style marketing means fewer full-time jobs. So yes, the job losses are alarming, but they might say more about how the ad world is evolving than the economy at large. Crazy times we live in, people.
Polaroid’s OOH ads pokes fun at our chronically online lifestyles.
The new campaign for the Polaroid Flip is themed “The Camera for an Analog Life,” taking a bit of a jab at screen fatigue and the inescapable presence of AI. Placed on billboards and bus shelters across NYC, the thought-provoking campaign showcases authentic moments on pieces of the iconic film, juxtaposed with clever taglines that throw shade at our digital lives. “AI can’t generate sand between your toes,” and “Real stories, not stories & reels” are a couple of my favourites. Check out the whole campaign here.
-Sophie Randell, Writer
DEEP DIVE
Why digital audio deserves a spot in your marketing mix (hear me out)
Audio advertising is having a midlife renaissance. And maybe it’s time to rethink the underrated OG of modern marketing.
Remember when every campaign had a jingle? When ads came through your speakers, not your screen? Before TikTok dance trends and “disruptive” pre-rolls, audio was the format. And then… it wasn’t.
I starkly remember the moment I decided that. Halfway through my radio major at university, to be exact. All the flashy new bells and whistles of marketing were calling to me like the Green Goblin Mask, and I made a sharp U-turn out of radio and into digital.
I know I’m not the only one who thought the medium had run its course. Or at least, was on its way out. Audio has quietly been sitting in the back of the class while flashy formats like video and influencer content soaked up all the attention and budget. But guess what? The tides are turning. Marketers are waking up to audio’s untapped potential. And if you’re not already listening (pun absolutely intended), now’s the time to tune in.
Because this so-called “old school” format might be your next secret weapon after all.
So then, what happened to audio?
Aside from becoming the overlooked cousin of modern marketing, there are a few reasons the medium got pushed to the back burner:
Video supremacy (obviously): Visual-first platforms (TikTok, YouTube, Instagram) have dominated strategy decks for years now. That’s no secret.
Measurement drama: Marketers love data. Audio hasn’t always delivered the same juicy metrics as clicks and views.
Fragmentation fatigue: Radio, podcasts, streaming, smart speakers… where do you even start?
Budget bias: Audio’s often treated like a leftover, not a main course.
Basically, digital audio got edged out by shinier, sexier formats. But what we forgot is this: audio still slaps.
Why it works – even when you’re not looking at it:
There’s a common misconception that audio is dead. But it’s literally everywhere. Somewhere along the way, we just decided it wasn’t as much of a serious player and stopped treating it as such. But that’s a mistake.
Because what digital audio actually brings to the table is undeniable:
Undivided attention: People listen to audio while alone, in headphones, in their own little worlds. There’s a level of intimacy video can’t match.
Multitasking magic: You can’t watch a video while driving or folding laundry. You can stream a podcast, playlist, or ad.
Sticky memory: Sonic branding hits different. Think Netflix’s ta-dum or the McDonald’s jingle you’re humming right now.
Emotional connection: A human voice, in your ear, telling a story? That builds trust, fast.
Low lift, high impact: Audio is cheaper to produce than video… no lighting setup or actors required.
Better targeting: Programmatic audio is here, and it’s getting smarter every day.
So… yes, it may still be quieter than a viral video, but that’s kind of the point.
How to do audio right (and leave the 2003 radio ad behind):
You’re not just stuck with 30-second “BUY NOW” spots anymore. Audio is way more flexible than that these days. And, when done well, it really works.
Here’s how to level up:
Rethink the format: Try short-form audio teasers, branded playlists, podcast segments, or even audio influencers (yes, they exist). It’s not about interrupting, it’s about integrating.
Craft a voice strategy: Your brand has a visual identity, so, why not a sonic one? From tone of voice to sound design, think about how you sound.
Go native: Spotify ads, podcast sponsorships, smart speaker activations. These platforms aren’t just playing music. They’re playing your next ad opportunity. Take advantage!
Get over the measurement fear: Audio attribution tools are catching up. Platforms like Spotify and Acast now offer campaign insights, targeting, and retargeting options. It’s not the Wild West anymore.
Make it multichannel: Don’t silo your sound. Use audio to support a larger campaign arc: tease a product in a podcast, reveal it visually on TikTok, then retarget on social. Cohesion > chaos.
Okay, that all sounds well and dandy, but is anyone actually doing this well?
Oh, absolutely.
Nike created original podcasts around athlete storytelling, tapping into emotion and brand values without ever screaming “Just Do It.”
McDonald’s refreshed their sonic logo and leaned into ASMR-style audio to make people feel hungry.
Audible and Headspace are building full-on sound worlds. Not just ads, but branded audio ecosystems.
And let’s not forget the rise of audio in wellness, gaming, and even fintech (yes, really). There’s a whole soundscape out there waiting to be claimed.
Audio isn’t dead. We just haven’t been using it right.
Visual overload and content fatigue makes our landscape challenging. But that’s exactly why audio offers something different: intimacy, imagination, and space to be heard. That’s priceless real estate for brands.
Dust off your headphones! Rethink your creative. Audio is not a relic of the past, and it could very well be your next brand move. If you’re ready to make some noise, just know your audience is already listening. You just have to meet them where they are.
-Sophie Randell, Writer
TREND PLUG
“Death is seeking you at the bingo table.”
This line's not just a clapback; it’s a curse.
The sound comes from an AI-generated video by user @blueyxeditor. In it, a girl says “I love my natural hair,” and an old, uninvited Karen NPC pops up to tell her it’s not real. She turns, unfazed, and delivers the death sentence: “Death is seeking you at the bingo table.” It’s got the cadence of a diss and the energy of a prophecy. And honestly, I'm here for it.
Creators are using this sound to share statements that bring them joy or pride; only to show how someone tried to rain on it with a nitpicky or passive-aggressive response. Then boom: bingo table. Examples include:
It’s giving let people live, and if not? Meet your maker.
How you can jump on this trend:
Use on-screen text with this sound. Frame your video like:
You: “I love [insert thing you’re proud of or excited about]”
Them: “But [insert unsolicited invalidation]”
You (or cut to you turning): “Death is seeking you at the bingo table."
A few ideas to get you started:
“I love this low-effort post that’s going viral.” “It doesn’t align with the brand guidelines.” → Death is seeking you at the bingo table.
“I love experimenting with tone in our emails.” “That’s not best practice.” → Death is seeking you at the bingo table.
“I love how random my content is.” “You should really niche down.” → Death is seeking you at the bingo table.
- abdel khalil, brand & marketing executive
FOR THE GROUP CHAT
😂Yap’s funniest home videos: Prank gone WRONG
❤How wholesome: the best story you’ll see today
🎧Soooo tingly: Letters ASMR
🍝What you should make for dinner tonight: Single Pasta Recipe
ASK THE EDITOR
We have a business page but want to try out some different content styles. How do I try new things without confusing potential customers or current followers we have? -Hasley
Hey Hasley,
If you want to completely change up your content style, you can literally just create another page. It's really that simple. There's no reason you can't have multiple pages for different types of content. Just look at Nike - they have 300 social pages with unique content targeting different audiences. Creating a new account means you can push out your different content without worrying about your audience getting mixed messages. No need to overthink it!
- Charlotte Ellis, Editor ♡
Reply