Earmax Media, a specialist podcast media agency founded in Australia in 2024, has launched in the UK, one of the world’s fastest-growing audio markets.
The move comes as podcast consumption continues to rise in the UK, with 39% of adults listening weekly. Against this backdrop, Earmax argues that advertisers need to move beyond pre-negotiated network deals and standard measurement.
The business, co-founded by Ralph van Dijk and Andy Maxwell, combines media planning with the creative capabilities of sister company Eardrum. The companies say the model is designed to deliver podcast advertising campaigns measured against business outcomes rather than traditional media metrics.
According to Earmax, it differentiates itself from broader media agencies by planning across the full podcast ecosystem, spanning global networks, independent publishers and individual creators. Campaigns are built around audience intelligence and contextual alignment, with performance tracked end-to-end.
A central component of the proposition is its integration with Eardrum, which develops recorded ads, host-read executions, branded content and social extensions designed to align with the tone and format of shows. The agency says this approach is intended to create advertising that integrates more naturally into podcast environments.
Maxwell said: “The UK podcast market has never presented a greater opportunity. Yet too many agencies and brands still treat podcasts as a line item in a broader audio buy, optimising for reach and cheap CPMs, rather than genuine impact. Earmax exists to change that, helping brands unlock the full potential of the channel across audio and video, ensuring every pound spent works harder, with measurable results.”
Van Dijk added: “Podcast listeners are in a uniquely receptive state. They’ve chosen to spend an hour with a host they trust on a subject they love. An ad that matches that quality and intelligence doesn’t just get heard, it gets welcomed. We’ve always believed that ad creative in every form has to earn its place in the listening experience. That’s what Eardrum does, and it’s why it makes Earmax’s results so different.”
Earmax enters the UK market with experience across sectors including technology, financial services and consumer brands. Clients have included NordVPN, Vanta, ANZ Bank, PocketSmith, FEELD and Saily. Jake Storer, influencer marketing account director (podcasts), NordVPN, said: “Podcast advertising is a strategic pillar of our marketing efforts, where thoughtful planning is paramount. Earmax excels at pinpointing independent podcasts that cultivate deeply engaged and relevant listener communities. Their strength lies in securing optimal, brand-aligned placements, not just commoditised inventory, and crafting superior creative that drives performance.”
