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If you’ve ever wondered whether branded podcasts actually move the needle (or if they’re just a nice-to-have), this issue is for you. We’re looking at three signals you can’t ignore: a campaign that lifted brand favorability by 65%, a major studio using podcasting as owned media, and why more leaders are stepping behind the mic in 2026.

Let’s get into it.

📰 Upcoming in this issue

• How Selective Insurance Made Small Business Stories Drive a 65% Brand Favorability Lift 📈🎙️

• Universal Entertainment Expands Into Podcasting With ‘Seen on the Screen’ 🎙️🎬

• Why Branded Podcasts Have Become a Leadership Power Move in 2026 🎙️🚀

📈 Trending news

• Podcast Trends You Can Actually Use

• B2B Podcasts Need a “Why,” Not a Jingle

• The Corporate Podcast Tool Stack for 2026

How Selective Insurance Made Small Business Stories Drive a 65% Brand Favorability Lift 📈🎙️

Selective Insurance didn’t need another “here’s what we offer” campaign.

They needed a way to reach small business owners and independent agents in a tone that felt human, not corporate. Something people would actually choose to listen to, not tolerate because it was sponsored.

So they partnered with Amaze to launch Uniquely Small Biz — a five-episode podcast series hosted by veteran broadcaster Carolyn McArdle. The hook was simple: real entrepreneurs, real pivots, real survival stories from the pandemic era.

But here’s what made it smart: Selective didn’t force the brand into the spotlight. Instead, each episode included a short custom segment from a Selective marketing executive — practical insurance insight tied directly to the story you just heard. No jargon. No sales script. Just “here’s what this means for your business.”

It worked. Fast.

Listeners didn’t just remember the sponsor — they changed how they felt about it. 78% recalled Selective as the sponsor, and 65% reported a more favorable opinion of the brand afterward. Social clips helped extend the reach, and Selective’s independent agent network leaned in because the content made them look helpful, not pushy.

The pilot performed well enough that Selective is now preparing a 12-episode second season — the kind of move you only make when the early signal is loud.

Key Takeaways:

• 🎙️ Story beats messaging: Real founder narratives create the kind of attention brands can’t buy with product copy.

• 🧠 Expertise belongs inside the content: Short, relevant brand segments lift recall without killing trust.

• 📈 Strong brand lift comes from relevance: When the audience feels “this is for me,” favorability follows.

• 🔄 Early wins compound: A tight pilot can earn the right to scale into a full season.

Universal Entertainment Expands Into Podcasting With ‘Seen on the Screen’ 🎙️🎬 read the full article here

Article published: February 25, 2026

Universal is doubling down on podcasting as owned media. The Wrap reports the studio is relaunching its “Seen on the Screen” video/audio podcast, hosted by Rotten Tomatoes’ Jacqueline Coley, with Fandango joining as a production partner to expand distribution and promotion. It’s a reminder that in a world beyond trailers and press tours, long-form audio is becoming part of the marketing machine.

Key Takeaways

• 🎙 Podcast as platform: Universal Entertainment positions “Seen on the Screen” as a recurring audio-video franchise.

• 🎬 Talent-driven interviews: The show builds anticipation through long-form creative conversations.

• 🤝 Fandango partnership: Production support strengthens reach across ticketing and entertainment ecosystems.

• 📡 Owned audience channel: Podcasting allows Universal to control narrative and extend promotional cycles.

Why Branded Podcasts Have Become a Leadership Power Move in 2026 🎙️🚀 read the full article here

Article published: February 13, 2026

Quill’s take is straightforward: branded podcasts aren’t a marketing side quest anymore, they’re an executive priority. Leaders are using them to build thought leadership, strengthen community, and create a real brand connection.

The piece cites big adoption numbers (67% have listened; 47% monthly), but the real advantage is attention—long-form, human, voice-led content that’s built on insight, not promotion.

Key Takeaways

• 🎙 Human-first leadership: Executives are becoming the voice of their brands through authentic conversations.

• 📈 Thought leadership engine: Podcasts provide depth and sustained attention that short-form content can’t match.

• 🤝 Community-building tool: Brands are using podcasts to spark interaction, loyalty and audience participation.

• 📊 Beyond downloads: Success is measured not just in listens, but in sentiment, brand affinity and business impact.

Why It Matters

Podcasting is becoming one of the few channels where brands can earn something rare: sustained attention.

Not impressions. Not clicks. Real minutes with your audience -- the kind that builds familiarity, trust, and preference before someone ever fills out a form.

Selective used story to change perception. Universal is treating a show like an always-on marketing channel. And the Quill trend is the clearest signal of all: podcasts are moving upstream, from “marketing experiment” to leadership strategy.

If you’re building a brand in 2026, the question isn’t “Should we have a podcast?”
It’s “Do we have a channel where people actually stay long enough to care?”

See you next edition,

Jenna Blake
Editor-in-Chief
The Corporate Podcast Playbook

P.S. – If you’ve been thinking about launching a podcast for your brand but didn’t know where to start, now’s the time. Amaze Media Labs makes it easy—with full production, distribution, and marketing support that gets you heard in all the right places. Click here to learn more and get started.