The individual who until now has served as EVP and Executive Creative Director for iHeartMedia since joining the company in 2017 has just been promoted to Chief Creative Officer and EVP for the newly branded in-house creative group “TheStudio at iHeartMedia.”
Getting the bump up for the role is Rahul Sabnis, who reports directly to iHeartRadio President Darren Davis.
Under Sabnis’ leadership iHeart will consolidate its Creative Studio and “CSG” in Atlanta, a move the company that’s just emerged from bankruptcy says it is making to “better align its resources and efforts.”
The in-house agency “will provide a range of high level strategy and creative services,” iHeart says, helping its own brands and those of its advertising and marketing partners “use the efficiency and efficacy of audio seamlessly across all its company assets at the scale that only iHeart can deliver.”
It’s a blow to traditional ad shops who still find strength in audio creative, especially as radio, podcasting and streaming services have brought the U.S. an “audio renaissance.”
And, Sabnis’ experience is based on experiences at the some of the world’s top advertising agencies. Prior to joining iHeartMedia, he was the Executive Creative Director and Head of Creative at MullenLowe Profero; he has also spent time at 360i, Havas Worldwide and Digitas.