During Pandora’s development of its advertising model, we have tracked the development of its local sales organization spread across dozens of city markets. With less publicity, Pandora is also building an in-house creative advertising team that works with agencies and advertisers to build customized messages, programs, and productions to connect brands with targeted groups of listeners. The effort leverages a combination of media creativity and data knowledge.
To get a better picture of how this works, and some examples, we spoke with Heidi Browning, Pandora’s SVP of Strategic Solutions. She works with chief marketing officers and ad agencies on ideas for what she calls “innovative ad experiences.” Those experiences seek to glue a brand’s image to the favorite music of active Pandora listeners. Throughout our conversation, Heidi Browning spoke of CMOs and agencies as “partners.” The words custom, experience, and creative were among her most-used terms.