Acast Launches Acast Creative in U.S. Under Shantae Howell

RADIO ONLINE | Wednesday, July 28, 2021

Shantae Howell

Podcast company Acast has announced the expansion of its Acast Creative offering to the U.S. Acast Creative contains the Acast Marketplace, helping brands navigate the evolving podcast landscape and elevate commercial messaging. First launched in its European market in 2018, Acast Creative has seen a 250% increase in branded content spend over the past three years. Now, Acast has expanded the offering across the Atlantic and tapped Shantae Howell as Creative Director of the Americas.

Despite industry projections that podcast ad spend will balloon to nearly $2.5 billion by 2025, there is no rule book when it comes to podcast advertising. The Acast Creative team works in tandem with sellers and production partners to offer new creative solutions that help to tell stories -- through both short- and long-form content.

With a number of successful global campaigns as a roadmap, the companys says the extension of Acast Creative and Howell's appointment in the U.S. will ensure that brands have full access to the wealth of experience and unique tech capabilities that Acast offers.

"As a storyteller, creative marketer and avid listener, I was drawn to Acast's commitment to supporting creators in their efforts to grow and monetize, while ensuring the podcaster maintains creative ownership," said Howell. "It's a business model that benefits the podcasters we work with, the audiences they serve, and the brilliant brands whose stories we get to tell."

Prior to joining Acast, Howell was the Senior Audio Strategist and Producer for Vox Media, where she helped to develop "Who We Are: A Chronicle of Racism in America," a podcast in partnership with Ben and Jerry's that examines the lesser-known history of racial injustice.

Howell also worked on the TMI Project "Black Stories Matter" podcast, spearheading partnerships with major distribution platforms like Apple Podcasts, to improve discoverability -- and played a role in developing cross-promotional partnerships with like-minded platforms such as KQED's "Truth Be Told."

In addition to Howell's appointment, Jack Preston, who previously held the position of Acast Creative Director UK+, has been promoted to the global role of Director of Acast Creative UK+ and U.S. Preston will continue to work to grow Acast Creative's offering within the UK+ region, but with a focus on leading the expansion of Acast Creative within the U.S. market.