014: MIK MUSELETTER

We’re back with another edition of The MIK Museletter, your fortnightly must-read for industry insights and creative inspiration.?

TOP OF MIND

The world of sports stroke a fever pitch in advertising with the FIFA Women’s World Cup having dominated the conversation over the past few weeks.?

In this unmissable AI-powered ad, French telecom brand, Orange took the perfect stab at the double standards female athletes are held to, while simultaneously highlighting just how skilled Les Bleues are. And closer to home, a collaboration between Cadbury, Waveker and Ogilvy utilised AI to give Matildas fans the chance to insert themselves into the starting squad.?

Just like the game itself, it’s clear that sports advertising is changing for the better. We’re seeing brands leverage cutting-edge technology to tap into one of the most potent aspects of sports culture – the emotion.?

SPOTLIGHT ON MIK

This week we sat down with Creative Audio Producer, Sarah-Jane Adams .

What are you listening to for inspiration right now?

So many different things! A few podcasts I have been loving lately are The Briefing, The Imperfects, Shit You Should Care About, and the Psychology of your 20s.?

I have also been really into listening to stand-up comedy sets, most recently Katherine Ryan and Michelle Wolf.?

How have you seen the audio space evolve?

In the two years I’ve been at MIK I have seen not only the audio team evolve and expand, but the projects and opportunities snowball from one or two podcasts to now a long list of clients and a full slate of original MIK Made titles.?

MIK Made in particular has been a huge step for the audio space. Not only do I get to conceptionalise and develop original titles, but gain a greater understanding of the back end and logisitcs of distributing and marketing a new podcast.?

Beyond that, our studio is constantly being re-vamped and we now have a brand new studio as well.?

Speaking to the audio space at large, I think the podcast industry itself has grown and learned so much in the last few years. Gaining a better understanding of listener habits, working in conjunction with a strong social presence, to narrowing down what is actually missing from the market and what people really and truly respond to.?

What’s your proudest moment at MIK?

To this day, my proudest moment was seeing The Inspired Unemployed Podcast hit number one on the charts.

I still felt like such a baby in the industry so it was surreal to have my name on something that I loved and to be a part of such an incredible team so early on. It also definitely felt like we were at the start of something big.?

Of course, launching my own podcast, Big Small Talk, with Hannah Ferguson was an incredibly proud moment. We’re only two weeks in but the response has been incredible and it’s been such a dream of mine to make.?

What’s got you excited about 2023?

I am really excited to finally see all these MIK Made titles launched and in routine! There’s such a diverse range of talent and topics.

MIK is a creative studio providing 360° digital services. Based in Australia, working worldwide.?

Get to know us a little better and contact us at [email protected].