River Sounds, part of the River Group Content Marketing Agency, scored its first major award yesterday (4 March) at the Publisher Podcast Awards in London. The Healthy For Men podumentary series, produced for Holland & Barrett, was named Best Branded Content Podcast – beating incredibly tough and varied competition from across the publishing industry.
It is the first year for the Publisher Podcast Awards, which recognise podcasts made by publishers who release content regularly in at least one other medium, either print or online.
Andy Greening, Podcast Producer, says, “I’m very honoured that podcast host, and Healthy for Men editor, Tom Rowley, and myself have been recognised for the hard work we’ve been putting into the podcast over the last two years. The competition in the Best Branded Content category was tough, so to come out on top is very rewarding.”
“When we set out to create the podcast, our mission was always to be as authentic as possible and make sure we think about the listener first. As avid podcast listeners, we always kept in mind what would make great content while still portraying the brand message of Healthy For Men magazine, as well as Holland & Barrett.“
Healthy For Men has a unique focus on mental health content compared to other men’s magazines, and the podcast extends this agenda, offering a stong focus on issues such as depression, anxiety and masculinity. Much of the Healthy For Men brand has been about exposing myths within the wellbeing world, and the podcast format has given the opportunity to delve even deeper, conveying complex and emotional stories in a way that would not have been possible via the written word alone.
Guests on the series have included SAS: Who Dares Wins star Jason Fox, sex education and relationships expert Alix Fox, and Jonny Benjamin, author of the inspirational memoir The Stranger on the Bridge, about his journey to overcome mental illness.
Says podcast host and Healthy for Men editor Tom Rowley, “We started the Healthy For Men podcast series to really expand on what Holland & Barrett and the Healthy For Men brand have to offer, and get on board with a growing digital medium that would help us send a positive message about physical wellbeing and mental health. Winning this award has really helped us demonstrate that River is a leader of content innovation!”
Nicki Murphy, River Group CEO, says, “I am thrilled that River Group’s work with the Holland & Barrett brand has been recognised at an industry level. We have truly grown as businesses together over the years and I am immensely proud that our content is once again in the spotlight, winning the Best Branded Podcast at the Publisher Podcast Awards. Well done to the Healthy For Men team for all your hard work!”
It’s not the first time the Healthy for Men podcast series has been up for an award – it has previously been shortlisted for the British Podcasting Awards, the Mind Media Awards and the CIM Marketing Excellence Awards 2020. Tom and Andy have also won FIPP Rising Stars in Media awards for their contribution for the podcast.
It follows The River Group’s gold win in February this year for Best Corporate Blog at the Corporate Content Awards for the Perfume Shop’s ‘Scents’ blog. This award brings the River Group’s award wins, nominations and highly commendeds to 67 in 24 months, and contributes to a fantastic week for River Sounds with the launch of the Content Talks podcast series, which gives an insight into successful content strategies via interviews with industry leaders.
The River Group content marketing agency, based in Marble Arch, is also celebrating its 25th anniversary as it continues to produce industry-leading campaigns for 24 brands, including Holland & Barrett, Co-op, Superdrug and WW.