Markettiers4dc, the specialist communications group, has launched 4DC, a global end-to-end strategic podcast consultancy. Developed to serve the hundreds of brands actively seeking to understand the opportunity and value of radio-on-demand.

The launch of the dedicated podcast company, markettier4dc’s fifth communications service within the group, offers brands strategic consultancy, content development, production and distribution on a global scale. With a focus on building audiences and engagement, 4DC creates branded content through narrative using world-leading audio technical expertise. 

4DC brings its unique service to the industry at a time of intense global growth. There are now an estimated 73m monthly podcast listeners in the US and the industry in China is estimated to be worth over $7.3bn. In the UK, last year alone penetration grew by half. Over six million Brits tune into podcasts every week, double the amount listening in 2013. 

Peter Mitchell, group managing director of markettiers4dc, says, “The podcast space is booming. A lot of brands have their toe in the water because they want to be heard but don’t necessarily understand what the best approach is. And, as a service sector, no one is owning it.

“For almost 25 years, we have been leveraging audio strategy to help brands create value. Over the last few months, hundreds of clients have come to us and told us they are confused about the opportunity podcast presents and how they should measure success. Today’s launch of 4DC is a direct result of market dynamics, our strong heritage and expertise. The consultancy willenable brands to realise what’s possible when they strategically engage with podcast as a marketing and advertising channel.”

The new service launches today with several high-profile clients, including Oracle.

Chris Talago, vice president PR and communications, EMEA & JAPAC, Oracle, says, “We believe there’s a lot of potential for podcast. Not only across the Oracle business but also from a multi-territory perspective. We’ve trialled different approaches to podcast creation and distribution but knew it could deliver so much more value. We have every confidence that 4DC’s audio experts will developing engaging content and getting it in front of the right audiences.”

4DC will sit as a standalone arm of the markettiers4dc group, which currently houses four additional communication services: Through the I, Opinion Matters, Sound Creative, and markettiers.