The Fishbowl: Shaun Wilson, Audioboom

The Fishbowl

The Media Leader’s interview series asks the media industry’s top salespeople 10 revealing questions, drawn from our fishbowl. The questions will be drawn at random and contain some tricky posers set by the commercial chiefs themselves.

This week: Shaun Wilson, vice-president, UK sales, at Audioboom.

Wilson’s media career began in OOH, spending three years as senior account manager at Admedia. He has also worked at Clear Channel.

In 2017, Wilson made the move into the audio discipline, joining Audioboom as UK account manager and later head of UK sales.

Following stints at Sony Music Entertainment, where he was latterly head of podcast sales, and Spotify, where he was UK podcast lead, Wilson returned to Audioboom in April.

Why are you passionate about media?

I’m a huge film fan. I remember watching classic TV and film such as The Goonies, The Simpsons and Back to the Future when I was really young and being mesmerised by US culture.

A huge part of that culture is the catchy jingles and TV ads that are referenced. That hooked me on using great imagery or the right melody to convey a message. I can still remember some of the Simpsons jingles now!

What is coming up in conversations with clients?

Creativity in how messages are conveyed to audiences. Podcasts aren’t a nascent format any longer. The format has scaled consistently over the last decade and is now competing to be on a media plan with streaming.

Audiences are conditioned to hearing their favourite host deliver a read and ads support the freemium model. Creativity in messaging and variety in selection of products will help brands achieve a higher share of ear.

If you didn’t work in audio, which other media sector could you see yourself in?

In marketing for a film studio. I’m constantly looking at the global movie box office, analysing a studios approach when marketing a huge Hollywood blockbuster.

What is a unique skill you bring to your job?

My love for UK culture — and culture in general — has helped when bringing concepts to life for a presentation. Developing rationales such as “why X brand should work with No Such Thing as a Fish” comes quite easily to me.

What’s the bravest thing you have ever done?

I wouldn’t say brave — more tenacious. My partner and I have an autistic child with a number of other challenges who’s been home-schooled for the last 13 months. It’s been a huge, juggling act between both our careers.

Luckily, we have great friends and family who support us and we have now, finally, secured a SEN place for Jayden.

Has selling media become easier or harder?

Easier, as podcasts have grown in the general consciousness. I haven’t had to explain what a podcast is for over four years!

That said, it’s harder to secure the bigger agency budgets, as podcasts are frequently bundled into an audience buy with spot. But if you want to ensure meaningful engagement, attention and action, podcasts should have the better consideration.

Peer question: Would you recommend your son, daughter or another young person in your life to get a job in media and why?

Most definitely. Everyone can find their “why” in media. What are they passionate about? Align it with a company that promotes that specific thing. Healthcare, gaming, fashion, podcasts, travel… lots of whys.

Question from Clare Turner, sales director, Pearl & Dean

Peer question: Where or what do you get your best creative inspiration from?

Collaboration. I’m a good joke-builder, as you would say in stand-up comedy. I enjoy shaping ideas and approaches with a team, building off that creative energy.

Question from Katie Bowden, director of commercial audio, Global

Peer question: What one bit of advice would you give someone starting their career in sales?

Don’t focus on money, titles or whether you can work remotely. Do inner work on which culture will help you thrive — when you find the right one, you won’t look back.

Question from Richard Costa-D’sa, head of industry, media agency, Meta

Peer question: What moment was the biggest turning point in your career?

I think making the jump from OOH sales to digital audio media owner was a huge moment. I had to start from the bottom. I had really strong OOH experience, having worked in every position from ad ops to sales leadership — that experience helps me every day.

Question from Sarah Goldman, director of advertising, UKTV

Read more Fishbowl interviews here and see what media’s top salespeople say about working in the industry and what concerns their clients. To suggest an interviewee, contact [email protected].