Pandora Plans To Enhance In-House Advertising, Promotes Lauren Nagel Executive Creative Director
Nagel's "humble yet innovative approach to creative, through the heart of music, makes her a perfect fit for this multi-dimensional role," as Pandora elevates her from Creative Storyteller.
Pandora has emphasized its analytics and targeting capabilities over the last few years when it comes to connecting brands to its 73 million active monthly listeners, but as competition from other music platforms intensify, the company is looking to build up its own creative strengths.
To make that appeal, Pandora is promoting Lauren Nagel to VP, Executive Creative Director.
Nagel, who will report to CMO Aimee Lapic, will be responsible for further defining Pandora’s view in the “power of sound” across the brand and original content offerings.
Most importantly as brands struggle with the implications of voice activation and the mainstreaming of smart home devices, Nagel will help “brand partners create unique auditory experiences to better connect brands with consumers in the age of voice.”
Nagels’ promotion follows Pandora’s acquisition of San Mateo, CA-based AdsWizz to “upgrade Pandora’s ad tech capabilities, provide its advertisers with greater audience reach, and expand the company’s revenue opportunities.”
The two companies began partnering together earlier this year with the launch of Pandora’s audio ad marketplace, which featured Volkswagen as the inaugural brand advertiser. For Pandora, the creation of its audio marketplace is also part of its push to better capitalize on its own extensive immersion into voice activated devices and connections with platforms like Amazon Echo’s Alexa and integrations with Sonos speakers as part of its efforts to embed itself in consumers’ Connected Homes.
With all that going on, Pandora has looked to Nagel as a “critical player” in establishing and growing its Audio Creative Studio. So far, Nagel has created more than 2,000 custom ads each month for over 4,000 clients like General Mills, California Closets and Audible.
Last year alone, Nagel helped produce and creatively direct over 26,000 audio ads and “8,000 visual assets.”
Beyond her creative endeavors, she is also the co-chair of Pandora Women, an employee resource group at Pandora.
“Pandora is committed to connecting brands and consumers in creative, innovative, and authentic ways,” the company said in statement. “Lauren plays a critical role in the continued growth of Pandora’s creative offerings and core brand identity, especially through unique sonic strategies and dynamic brand expressions. Her humble yet innovative approach to creative, through the heart of music, makes her a perfect fit for this multi-dimensional role.”