WPP takes minority stake in podcasting firm

Based in Brooklyn, New York, Gimlet was founded in 2014 and employs 85 people.

Its advertising and branded-content clients include Alphabet, Ford, PepsiCo, eBay and Goldman Sachs.

Gimlet’s podcasts are downloaded more than 12m times per month across 190 countries and its programmes cover a range of sectors including StartUp (business), Reply All (internet culture), Mogul (music) and Crimetown (true crime).

In the past year Gimlet has produced branded podcasts including DTR ‘Define the Relationship’ (Tinder/Match Group), Open for Business (eBay), The Venture (Virgin Atlantic), The Secret to Victory (Gatorade) and future (Microsoft).

Since its founding, Gimlet has raised $27 million in funding.