In the first of our “Five Minutes With…” interview series, Cherish PR spoke to Nicola Ibison, our CEO and founder of Ibison Talent Group and manager of top media talent on-screen and media executive search off-screen.
Nicola reveals how, thanks to new digital technologies, the world of talent is evolving and new opportunities to work with celebrities and influencers are emerging.
Congratulations on Hairy Bikers Agony Uncles. Tell us all about the podcast and how it came about?
Nicola Ibison: I’m excited by the emerging landscape of podcasts and they now feel highly relevant and – importantly – commercial, if you get them right. A couple of years ago, I don’t think people had really worked out the revenue models, but now the landscape is clearer and the money can be exciting and substantial. We have a number of clients with podcasts and we are definitely pushing into that space more for clients. The Hairy Bikers are national treasures and this feels a natural step for them. However, we didn’t want the focus to be just food, so our team got our heads together to come up with a broader concept which would lend itself to comedy. Our brilliant producer, Mark, came up with this neat idea and we immediately felt it was right. I like simplicity – people are impatient and want to know what to expect from the title. I think people also want to be entertained and to have a laugh, particularly if they are walking the dog or listening to podcasts if they can’t sleep or are travelling to and from work. This one ticks all the boxes – and it is growing rapidly, so I’m confident of its success.
