Bauer showcases Creativity, Innovation and the Future of the Audioverse at IAB Upfronts 2025

At this year’s IAB Upfronts, hosted by Greatest Hits Radio’s Kate Thornton, Bauer Media took to the stage with an hour of creativity, innovation and future-focused thinking. The session brought together senior leaders and broadcasting talent to explore what’s next for audio and how Bauer continues to lead the way in connecting audiences and brands through trusted, creative content in the Audioverse.

Chief Creative Officer for Podcasts and Commercial Content Lucie Cave opened the session, revealing how Bauer is redefining the podcast landscape through a video-first, 360° strategy that turns shows and talent into full-scale media brands across radio, print, outdoor and social. She spotlighted hit titles including Katherine Ryan’s What’s My Age Again?, Pete Wicks’ Man Made and The Sunday Roast with Olivia Attwood, as well as KISS duo Jordan and Perri’s Brothers Uncovered. She went on to explain how Bauer blends audio, live events and community-driven content to create powerful cross-platform opportunities for creators and advertisers. Lucie also announced Lost In Translation, a brand-new podcast from Hits Radio‘s Gemma Atkinson and Gorka Marquez, before KISS presenter Tyler West and Molly Rainford talked about their upcoming Bauer podcast and entertained the audience with a light-hearted Mr and Mrs challenge and stories from Celebrity Race Across the World and Strictly Come Dancing.

Next up, Charlie Brookes, Bauer’s Digital Director, and Nadia Holmes, Head of Business Development, unveiled audioXi Moments, the next evolution in digital audio. This new data-driven platform connects brands with audiences through real-life moments and emotional states, from morning commutes to mindfulness breaks, helping advertisers engage listeners in more authentic, emotionally resonant ways across Bauer’s trusted network.

Alex Baker, Head of Creative Strategy, then explored the power of trust in today’s digital world. Taking the audience behind the scenes of the KISS x Mentos partnership, he demonstrated how relevance, creativity and authenticity combine to build genuine audience connection and deliver campaigns that truly resonate.

The session closed with a lively sofa discussion featuring Magic Radio’s Harriet Scott, Hits Radio’s Fleur East and Absolute Radio’s Dave Berry, who joined Kate Thornton to celebrate radio’s unique power to connect with audiences. They shared standout moments from interviews with global stars and reflected on why radio remains their platform of choice for storytelling and discovery.
The session illustrated how Bauer is redefining what’s possible in the Audioverse – blending creativity, innovation and trust to shape how audiences and brands connect.