Sing! Rebrands to GrowthStory
After years helping brands “do digital better” through performance media channels, Sing! is evolving with a name change to GrowthStory and a refocus on creator media (influencer, branded content & partnerships) sitting alongside its more established performance services.
The launch comes as new, industry-first research from GrowthStory and RED C Research reveals the growing power of podcast and creator-led environments, with podcasts delivering significantly stronger engagement, trust and advertising attention than social media among weekly users.
The rebrand reflects the popularity and power of creator media to entertain, inspire and create communities of shared interests and beliefs.
Brands recognise that they need to have a distinctive story and tell it in a way that connects with audiences and mindsets. Increasingly, these stories are being told through podcast media, creators and branded content, primarily through audio and video formats.
According to Kantar’s Media Reactions, 61% of marketers plan to increase spend in creator content in 2026, making it the fastest-growing type of marketing investment.
At the same time, IAB RED C’s Listen Up Ireland research has confirmed that podcasts are now enjoyed weekly by 44% of the 16+ adult population, with 14% of digital audio listeners tuning in daily to their favourite podcasts.
Podcasts rank second only to music streaming as the most popular type of digital audio content, ahead of live and catch-up radio.“Brands are competing for attention in an increasingly fragmented media environment, and traditional approaches alone are no longer enough,” said Eileen Ruddy, Managing Director at GrowthStory.
“What makes creator media so powerful is the trust and connection creators have built with their audiences. Whether through podcasts, video or social content, people actively choose to spend time with these voices. For brands, that creates an opportunity to show up more authentically, tell richer stories and build meaningful relationships that drive both brand growth and business results.”
