The Australian Radio Network is no more, as company rebrands to just ‘ARN’
It’s farewell ‘The Australian Radio Network’, hello ‘ARN’.
The company has officially ditched ‘radio’ from its name, in a move which it said comes after a holistic review of the audio landscape, its own brand proposition and the culture of the organisation.
The company’s ‘Defining Audio’ proposition will carry over, however the logo has changed. And ARN said quality connections and audio will be at the heart of everything it does.
The Defining Audio proposition was first released to market in 2019, however ARN said it has now evolved and amplified, offering “deeper-quality connections and dynamic innovations to fuel stronger conversations that hit the right audience, with the right message, every time”.
ARN said its Audiosphere provided audio entertainment, experiential connections, audio messaging, dynamic creative and campaign amplification to advertisers.
ARN’s CEO, Ciaran Davis, said the network was firmly on the front foot when it comes to the future of audio.
“As the holder of Australia’s most established and complete digital audio platform, iHeartRadio, which delivers radio, music and podcasts all in one place, ARN has been Defining Audio for years now. Today’s announcement demonstrates how we’re continuing to invest and innovate to create the future of audio right here and now; delivering more content for our listeners and deeper insights for our clients. From providing one to one addressability across digital platforms to dynamically created and served advertising across linear radio, we’re proud to be providing scaleable, measurable solutions to clients in an era of intense ROI accountability,” he said.
The ARN Audiosphere
Chief strategy and connections officer, Lauren Joyce, said the ARN Audiosphere is now a beacon for simple audio solutions in an increasingly complex category.
“As our business continues to innovate to reinforce the Defining Audio proposition, it makes sense to highlight the fuel behind that proposition through our campaign; Connections that Count. Quality connection is what moves people and it’s why listeners and brands choose ARN – our commitment to build meaningful – and measurable – moments in audio should give clients and listeners alike, great confidence in our business.”
Part of ARN’s marketing collateral for the new brand
Kyle Sandilands also made an appearance in the press release announcing the change, noting his suggestions for the rebrand were not taken on board.
“It’s true, we’re not like the other audio businesses out there, we’re the market leaders. But I must say, when the execs asked me what I thought about the ARN rebrand I told them they should rename it King Kyle and be done with it. No idea why that didn’t fly,” he said.
ARN will continue to house the KIIS, Pure Gold and The Edge radio networks, as well as offering local and international radio, music and content via the iHeartRadio digital platform.