02 March 2026

Strategic Partnerships Director Nick Simpson speaks to FMCG CEO

Strategic Partnerships Director Nick Simpson speaks to FMCG CEO about how brand partnerships can drive deeper engagement and lasting audience connection.

Podcasts have exploded as a trusted, personality-led channel for brands to connect with audiences. And marketers are taking note, with over three-quarters of advertisers investing in podcasts this year. But without a strategy in place, FMCG brands could find themselves struggling to justify the return on investment to stakeholders further down the line.

The top 10 global podcast advertisers spend over £100 million each annually. Some brands would struggle to compete against the budgets of major advertisers like Unilever, making it almost impossible to stand out from their more-established competitors. Compounding the issue further is the fact advertising is usually handled by a host network that will often serve ads for its own podcasts alongside brand ads, creating a congested marketplace.

At the same time, the podcast industry is facing its own challenges when it comes to monetisation and it’s no secret that podcasts require sustainable revenue to grow. This is where smart brands need to get strategic. Most brands still see podcasts as ‘audio ads’, but the clever ones are partnering with shows to integrate authentically and extend that narrative across social media with original video.

This kind of approach can deliver deeper engagement by enabling creative collaboration with the hosts and allowing brands to show up authentically and win the audience by underwriting the content they love. It provides a way to humanise the brand by using media ambassadors for guest appearances on the show. Podcasts are much less restricted than traditional linear TV channels – they don’t have the same layers of commissioning meaning brands can be agile, experimental and where appropriate take more risks with their content. And when it comes to targeting, they are perfectly placed to provide access to niche but scalable communities.

As producers of the hit comedy podcast ‘Two Pints with Will & Ralf’, we understand how a partnership can help elevate the profile of both podcast and brand. Take draught beer company BEERWULF®, which recently became the official beer partner of the show. As the hosts are best known for their BBC sitcom Two Pints of Lager and a Packet of Crisps, the collaboration is the perfect vehicle for the beer brand to tap into an already engaged fan base.