Mail Metro Media, the advertising arm of Daily Mail parent company DMG Media, has appointed former Guardian Advertising sales director Guy Edmunds to lead its podcast advertising strategy, the company has announced.
Edmunds has been with The Guardian since 2001, holding a number of senior positions including UK trading director, head of investment and digital group head. During that time, The Guardian has invested heavily in podcasting, with a number of successful shows including Today In Focus, Womens’ Football Weekly, and Pop Culture with Chanté Joseph.
The role of video and podcast media director has been newly created by the organisation; like many traditional publishers, Mail Metro Media has similarly been investing more into digital media. It relaunched its subscription service Mail+ last year, which includes access to bonus podcast and video content. The platform has also produced a number of branded podcasts including My Platform which shines a light on underrepresented voices, and Small Steps, Big Impact on sustainable lifestyles in association with Dove.
“Mail Metro Media is delighted to welcome Guy into the newly created role of media director of video and podcast as our commercial team continues to invest in even more innovative and engaging multi-platform solutions,” a spokesperson for Mail Metro Media told PodPod.
“Guy brings with him a wealth of knowledge and experience which will undoubtedly drive forward our commitment to delivering best-in-market media opportunities for our advertising partners and ultimately, content for our valuable audiences.”
In this new role, Edmunds will be working alongside Mail Metro Media’s chief revenue officer Dominic Williams who has been in the position since February 2022 and previously served as executive director for advertising at the publication. He will also report to Hannah Buitekant, managing director of digital.
“I'm so pleased to announce that I've joined Mail Metro Media as Media Director [of] Audio and Video,” Edmunds posted on LinkedIn. “ I've spent the last few years looking over the fence in envy at the output from Dominic Williams and the team and I'm now hugely excited for the future working with them.”