Keely Mason, Senior Brand Manager at Foxy Bingo, joined Bauer’s Head of Commercial Marketing, George Butler, on stage at this year’s IAB Digital Upfronts to discuss the ideal podcast partnership between Olivia Atwood’s So Wrong, It’s Right and Foxy Bingo, renewed for a second series. The panel came just after the chart-topping podcast celebrated 6 million listeners.

 

Keely highlighted how Olivia’s quirky, ‘foxy’ personality perfectly aligns with Foxy Bingo’s brand voice, creating a synergy that feels both natural and authentic. Olivia’s genuine connection with her listeners made this podcast an ideal platform for branded content. Her engaging approach, especially in segments where listeners submit dilemmas for Olivia’s unique perspective, makes branded elements feel organic and relatable.

 

This collaboration was far from a one-dimensional venture. It evolved into a fully integrated 360° campaign that extended well beyond the audio platform. Through a coordinated approach, Foxy Bingo maximised exposure across social media, YouTube, and Instagram, amplifying their brand message to a broader audience. Olivia’s content was consistently ‘foxified,’ with brand elements woven throughout each touchpoint for a seamless experience. As Keely noted, “the collaboration between Foxy Bingo and Olivia’s podcast has proven to be a perfect match, resonating strongly with our target audience.”

 

A creative challenge they faced was ensuring consistency across platforms while preserving Olivia’s authentic tone. Keely described how they worked closely with 7stars and Bauer to subtly integrate branded elements, allowing the podcast to retain its genuine feel without overpowering Olivia’s unique style.

 

The results have been overwhelmingly positive, with strong engagement and branded segments well-received by listeners. This collaboration has not only extended Foxy Bingo’s brand reach but also maintained the authenticity and creativity that originally drew listeners to Olivia’s podcast.

 

Closing the event, our Chief Creative Officer for Podcasts and Commercial Content, Lucie Cave was joined on stage by Diversity trio, Ashley Banjo MBE, Jordan Banjo & Perri Kiely to talk about their exciting podcast project on the horizon.

 

Jordan expressed how excited the trio are to embark on this new project together—a platform where they can truly “be their authentic selves with each other.” Both Jordan and Perri bring their natural authenticity and relatability to their KISS breakfast show, but their show still follows a set structure. Moving into the podcast realm offers them the freedom to explore their close, “brotherly” dynamic on a deeper level. Talking about the dynamic between them, Jordan shared how the three are “genuinely brothers”, with Perri even joining the family group chat and tagging along on family holidays.

 

With extensive experience in TV presenting, Ashley conveyed his excitement about the creative freedom this podcast will offer, seeing it as a space for organic growth. While he sees the podcast as an opportunity to be more relaxed, Ashley also mentioned he’s eager to bring his industry expertise to add some structure and format, creating a fun and new opportunity for the trio to collaborate.

 

Marking their first official project together, the boys are ready to hit the ground running. When it came to their dream podcast guest, Perri revealed it would be Clare Balding, who he recently met at Crufts!

 

For all podcast-related inquiries, please contact: emily.dodd@bauermedia.co.uk