London-based social-first creative agency Formidable has expanded its podcast offering to focus on intellectual property and brand partnership solutions. It has appointed Nick Simpson as strategic partnerships director to lead the effort.
Known for producing the comedy podcast “Two Pints with Will & Ralf,” Formidable said the move aims to strengthen how talent, brands and audiences engage through podcasts. Simpson joins from Upload Agency and brings more than a decade of experience in sports and entertainment marketing, including work with Sidemen FC, Soccer Aid, and high-profile talent such as Tom Daley, Fearne Cotton and Holly Willoughby.
He will report to Formidable co-founder Pete Gibbons and will focus on developing original content and tailored brand collaborations across the company’s network.
Simpson said his new role will support turning podcasts into monetizable media brands. “I’m hugely excited to focus on the development of our cutting-edge podcast offering for both our in-house original programmes, including the iconic ‘Two Pints with Will & Ralf’, and our amazing partners’ programming slates and IP,” he said.
Gibbons said the appointment comes as the industry faces growing pressure to create sustainable revenue. “We identified a gap in the market for a service that helps creators and producers to monetise their IP,” he said. “This new podcast offering will allow us to work with talent in a completely new way, and Nick‘s experience means he’s perfectly placed to take us on that journey.”
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