Pacific Content, Rogers Sports & Media’s branded content division – which was slated to wind down operations over the summer – has been acquired by UK-based podcast production agency, Lower Street.
Rogers Sports & Media announced in late May, it was shutting down the division, which it acquired in 2019. It had boasted a slate of mainly U.S.-based clients, including Dell, Ford Motor Company, Morgan Stanley, Charles Schwab, and Facebook.
Lower Street, a full-service podcast production agency, is acquiring the Pacific Content brand and trademarks, in addition to bringing a number of employees onto its team. Founded by Harry Morton in 2017, Lower Street has worked with brands like Pepsico, Adobe and Hewlett Packard Enterprise.
“This acquisition is a hugely proud moment for all of us at Lower Street, and a wonderful milestone in the continued growth of our talented team,” the company stated in a release on its website. “We truly love telling amazing stories with brands, so we’re thrilled to bring Pacific Content into the Lower Street fold to create the world’s #1 branded podcast company.”
“Both brands have a lot in common – we’re dedicated to creating category-leading podcasts, and continuing to do our part to push the branded podcast industry forward,” it continued. “We’re very excited to welcome some of the talented team from Pacific Content, too. They are as passionate about what they do as we are, so we know they’re going to fit right in and push us all to do our best work.”
“Harry [Lower Street’s founder] is one of my favourite leaders in the podcast industry,” added Steve Pratt, co-founder of Pacific Content, in the Lower Street announcement. “I’m consistently impressed with how thoughtful he is about building the Lower Street culture and team, and how generous he is in publicly sharing his thinking and strategy with the marketing and podcast industries. I am very grateful that Harry and his team are building an exciting new chapter in the Pacific Content story and I can’t wait to see where they take it next.”
A Rogers Sports & Media spokesperson called the acquisition “a great fit” to build on Pacific Content’s legacy.
“While we remain focused on our core audio business – creating meaningful content for Canadian audiences and advertisers, Lower Street is solely dedicated to B2B podcasts for clients largely outside of Canada and given its terrific reputation for producing high quality content, we believe it’s a great fit to build on the legacy of the Pacific Content brand,” the spokesperson said, in a statement emailed to Broadcast Dialogue.
Terms of the acquisition have not been released.
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