ARN have officially turned off the mics on the Australian Radio Network. From August 2, ‘Australian Radio Network’ will be replaced with ‘ARN’. Following a holistic review of the audio landscape, brand proposition and culture at ARN, a confident brand evolution will be launched to market, with quality connections and audio at the heart of everything they do.
Audio in Australia is booming and, as the first to deliver the most complete Audiosphere, ARN pride themselves on being market-leaders, defining the industry through connections that count. ARN’s Defining Audio proposition remains firmly focused on shaping the future of listening to be richer, smarter and more powerful than ever while continuing to create the moments that move their listeners, clients, partners and team.
Launched in 2019, ARN’s market-leading proposition, Defining Audio saw the introduction of Australia’s first, most complete audio offering; ARN’s Audiosphere. For advertisers, ARN’s audio solutions seek to leverage the whole Audiosphere, providing audio entertainment, experiential connections, audio messaging, dynamic creative and campaign amplification. In response to evolved audience behaviour, it was designed to help commercial partners identify the most valuable moments and appropriate content across multiple audio channels to connect with consumers, through optimised, efficient and effective campaign planning and strategy.
Now in 2021, while the Defining Audio proposition remains built on a commitment to deliver simplified audio solutions that leverage the whole Audiosphere, it has evolved and amplified through deeper quality connections and dynamic innovations to fuel stronger conversations that hit the right audience, with the right message, every time. This will be brought to life through the trade-facing Connections That Count campaign.
ARN’s Chief Strategy & Connections Officer Lauren Joyce said, “The ARN Audiosphere has become a beacon for simple audio solutions in an increasingly complex category. As our business continues to innovate to reinforce the Defining Audio proposition, it makes sense to highlight the fuel behind that proposition through our campaign; Connections that Count. Quality connection is what moves people and it’s why listeners and brands choose ARN – our commitment to build meaningful – and measurable – moments in audio should give clients and listeners alike, great confidence in our business.”
ARN’s CEO Ciaran Davis said, “As the holder of Australia’s most established and complete digital audio platform, iHeartRadio, which delivers radio, music and podcasts all in one place, ARN has been Defining Audio for years now. Today’s announcement demonstrates how we’re continuing to invest and innovate to create the future of audio right here and now; delivering more content for our listeners and deeper insights for our clients. From providing one to one addressability across digital platforms to dynamically created and served advertising across linear radio, we’re proud to be providing scaleable, measurable solutions to clients in an era of intense ROI accountability.”
Under its new name, ARN will continue to power the KIIS, Pure Gold and The Edge networks with the world’s best talent who connect with Australians nationwide, while further serving up the greatest range of local and international radio, music and podcast content in digital formats via the iHeartRadio app.
Not content to have this announce happen without adding a few words, Sydney’s #1 Radio Broadcaster and most listened to Breakfast host in the country, Kyle Sandilands, added, “It’s true, we’re not like the other audio businesses out there, we’re the market leaders. But I must say, when the execs asked me what I thought about the ARN rebrand I told them they should rename it King Kyle and be done with it. No idea why that didn’t fly.”