Draft:Pacific Content

Pacific Content is a Canadian branded-podcast production company founded in 2014 in Vancouver, British Columbia. The company has produced narrative audio series for major corporate clients and has been described as one of the first studios to focus exclusively on branded podcasts. In 2019, Pacific Content as a company was acquired by Rogers Media, and in 2024 the brand was purchased by a United Kingdom–based podcast agency, Lower Street.[1][2]

History

Pacific Content was established in 2014 by Steve Pratt, Pat Kelly, Chris Kelly and Jennifer Ouano. The studio’s early work included Slack Variety Pack, a podcast launched in 2015 for the workplace messaging company Slack.[3]

From its start, the company positioned itself as an alternative to advertising-driven podcasting, producing shows that prioritised audience storytelling for brands. Media observers noted that this approach marked a shift toward companies commissioning editorial-style podcasts rather than relying on traditional ad sponsorship.[4]

In May 2019, Rogers Media announced it had acquired Pacific Content as part of its expansion into digital audio and branded content.[5] In May 2024, industry press reported that Rogers was shutting down the studio’s operations, citing financial pressures.[6] Two months later, on 29 July 2024, Pacific Content was acquired by Lower Street, which took over the brand, trademarks, and brought on several staff members.[7][8]

Founders

Pacific Content was co-founded by Steve Pratt, Pat Kelly, Chris Kelly and Jennifer Ouano. Pratt had previously worked at the Canadian Broadcasting Corporation (CBC) and later became widely cited as an advocate for audience-driven branded content.[9] Ouano came from a background in independent media production and design. Pat Kelly and Chris Kelly later went on to found the podcast production agency Kelly & Kelly. Other early co-owners included Rob Leadley and Chris Boyce.[10]

Branded podcasts

Pacific Content has produced branded podcasts for clients including Slack, Shopify, Dell Technologies, Atlassian, BMW, and Adobe.[11] The studio has been recognised for developing narrative formats that borrow from public-radio traditions while serving marketing purposes.[12] According to their portfolio they have worked on:

  • Spooky Boo’s Night Frights with Audible
  • Trustonomy for OneTrust
  • Tell Me What Happened with OnStar
  • Road to Electric with Hyundai
  • Teamistry and Work Check with Atlassian
  • Home.made. with Rocket Mortgage
  • Bring Back Bronco with Ford
  • IRL - Online is Real Life with Mozilla
  • Choiceology and How I Became an Independent RIA with Charles Schwab
  • What Should I Do With My Money?, At Scale, and Now, What’s Next? with Morgan Stanley
  • Targeting the Toughest Diseases with Bloomberg Media Studios
  • AWS Insiders with Cloudfix
  • How to Fix the Internet with EFF
  • Ahead of its Time with Setapp
  • Inside the Breakthrough with SciMar
  • Connecting the Dots and Invisible Forces with Jefferies
  • TGIM with Shopify
  • How Not To F*ck Up Your Kids Too Bad and How Not To F*ck Up Your Marriage Too Bad with Audible
  • True North Heists with Audible
  • The Front Row with 2U
  • Upgraded by Hobsons
  • Work in Progress and Slack Variety Pack with Slack
  • Technology Powers X, Trailblazers and AI: Hype vs.
  • Reality with Dell Technologies
  • Remote Works with Citrix
  • For the Love of Work with Rogers
  • 3.5 Degrees — The Power of Connection with Facebook
  • Relate by Zendesk and Repeat Customer with Zendesk
  • Envoy Office Hacks
  • Everyday Bravery from Prudential
  • Fixed That For You with Segment
  • If/else with CTO.ai
  • Why Women Kill with CBS
  • Wire Frame with Adobe
  • Command Line Heroes with Red Hat
  • Hackable with McAfee

Industry role

The company was frequently cited in media and industry analysis as one of the pioneers of branded podcasting.[13] Its strategies, such as focusing on audience-first storytelling and sound design, have influenced later studios and internal brand teams creating podcasts. After Rogers announced Pacific Content’s closure, several former employees established or joined new ventures, including the independent studio Sequel, launched in 2024 by former Pacific Content showrunners.[14] Others joined Lower Street as strategists and producers.

Acquisition by Lower Street

On 29 July 2024, the UK-based agency Lower Street announced that it had purchased the Pacific Content brand from Rogers Sports & Media. Industry reports confirmed that the acquisition included the brand identity, intellectual property, and selected staff, though terms were not disclosed.[15][16]

  1. ^ https://www.rogerssportsandmedia.com/the-latest/rogers-media-acquires-podcast-company-pacific-content/
  2. ^ https://podnews.net/update/lower-st-pacific-content
  3. ^ https://www.niemanlab.org/2016/02/pacific-contents-podcasts-are-all-sponsored-by-companies-but-at-least-there-arent-any-ads/
  4. ^ https://www.niemanlab.org/2016/02/pacific-contents-podcasts-are-all-sponsored-by-companies-but-at-least-there-arent-any-ads/
  5. ^ https://www.rogerssportsandmedia.com/the-latest/rogers-media-acquires-podcast-company-pacific-content/
  6. ^ https://podnews.net/update/pacific-content-closes
  7. ^ https://podnews.net/update/lower-st-pacific-content
  8. ^ https://broadcastdialogue.com/pacific-content-acquired-by-uks-lower-street/
  9. ^ https://www.brandstorytelling.tv/single-post/get-to-know-pacific-content-q-a-with-co-founder-steve-pratt
  10. ^ https://www.brandstorytelling.tv/single-post/get-to-know-pacific-content-q-a-with-co-founder-steve-pratt
  11. ^ https://riverside.com/case-studies/how-pacific-content-records-podcasts-for-some-of-the-worlds-biggest-brands
  12. ^ https://www.niemanlab.org/2016/02/pacific-contents-podcasts-are-all-sponsored-by-companies-but-at-least-there-arent-any-ads/
  13. ^ https://www.niemanlab.org/2016/02/pacific-contents-podcasts-are-all-sponsored-by-companies-but-at-least-there-arent-any-ads/
  14. ^ https://podnews.net/press-release/sequel-launch
  15. ^ https://podnews.net/update/lower-st-pacific-content
  16. ^ https://broadcastdialogue.com/pacific-content-acquired-by-uks-lower-street/

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