How Australia’s Biggest Brands Win on Radio & Podcasts with Andy Procopis

Are you throwing away your campaign budget on audio ads that everyone skips?

In this episode, we sit down with audio integration expert Andy Procopis, a seasoned media strategist with years of experience navigating the high-stakes world of radio, managing major talent and bridging the gap between editorial and commercial teams. From handling mid-campaign crises to winning over massive personalities like Kyle Sandilands, Andy shares the unfiltered truth on what actually drives ROI across radio, podcasting, and branded content. 

If you want to know why most audio ads fail and how to build integrations that convert, this is a must-listen masterclass.

Key moments:

00:00: The 11% Rule: Doubling Campaign Effectiveness

8:46: How Forcing Copy on Talent Destroys Campaigns

18:58: Why Agencies Treat Radio Like a "Booty Call"

27:28: Why Brands Still Default to Plain Spot Buys

29:47: The Real Reason People Still Tune Into Live Radio

34:39: What’s the Cost of Host-Read vs. Programmatic Audio

35:35: This is the Real Difference Between Radio and Podcast Ads

39:57: How to Justify Audio Spend to Executive Leadership