Pod Digital Media’s Gary Coichy on building a media ecosystem for multicultural audiences

Ad Age is marking Black History Month 2025 with our fifth-annual Honoring Creative Excellence package. (Read the introduction and all the essays here.) Today, guest editor Lynnwood Bibbens turns the spotlight to Gary Coichy, founder and CEO of podcast network Pod Digital Media, who writes about fostering a sense of belonging and connection through content. With two decades of experience at prominent media agencies such as WPP Mediacom and Omnicom Resolution Media, as well as internally at esteemed brands including Lacoste, Verizon and L’Occitane, I decided to establish Pod Digital Media (PDM), the first multicultural podcast agency network of its kind. Pod Digital Media is the market leader providing advertisers with access to diverse multicultural audiences within the podcast ecosystem. Born and raised in Haiti, I emigrated to New York with my family when I was 16 and I went on to attend Berkeley College in White Plains, New York, and Regent’s University in London for international business. Occupying so many spaces not only physically but socioeconomically throughout my life uniquely positioned me to navigate today’s increasingly globalized and interconnected world, and gave me insight into how to meet the demand for media that reflects diverse perspectives and cultural experiences. Pod Digital Media excels in catering to multicultural audiences because we are able to bridge the gap between blue-chip bands and multicultural content creators by developing thoughtful approaches to content creation and community engagement while maintaining a strong commitment to inclusivity, authenticity and innovation. Understanding the multicultural market: The success of a media company desiring to speak to the needs of multicultural audiences depends on that company recognizing the diversity of its audience and avoiding a one-size-fits-all approach. PDM conducts extensive market research to identify the unique preferences, challenges and values of each cultural group. This involves studying demographic trends, cultural nuances and media consumption habits to tailor content that resonates truthfully. PDM specializes in reaching Black, Latinx and LGBTQIA+ communities. Concurrently, PDM maintains a diversified workforce that authentically embodies the communities that it engages, from the top down. Core values and mission: Respect, inclusivity and representation are the primary pillars of PDM. It is our mission to amplify marginalized voices and create content that bridges cultural divides. These are the guiding principles that steer our strategic decisions and which are consistently reflected in our editorial policies, hiring practices and partnerships. Content creation and representation: Authenticity is the cornerstone of content creation for multicultural audiences. This means involving creators, podcasters and producers who have lived experiences within the communities being represented. Multilingual content, culturally-specific storytelling and the incorporation of diverse perspectives ensure that the content resonates deeply with its intended audience. This is why we win. Additionally, offering a range of formats—such as videos, podcasts and social media amplification—allows PDM to cater to varying preferences and platforms. Collaborating with influencers and cultural ambassadors from specific communities enhances our credibility and outreach. Building a community: We deliver more than quality content and tangible results—we foster a sense of belonging and connection. Engaging directly with audiences through interactive platforms, experiential activations and social media discussions creates trust and loyalty. We encourage feedback and incorporate audience input into content development, reinforcing our company’s dedication to serving its community. Monetization strategies: Partnering with brands that align with our company’s values to support diverse voices and appeal to multicultural audiences has helped us grow our revenue year-over-year while maintaining our authenticity. Challenges and opportunities: Building a media company for multicultural audiences comes with challenges such as navigating cultural sensitivities, combating stereotypes and addressing potential language barriers. However, these challenges have presented opportunities for growth, innovation and societal impact. It is clear that prioritizing diversity and inclusion leads to tangible, identifiable results in a rapidly evolving media landscape. To conclude, creating a media company like Pod Digital Media that serves multicultural audiences, large advertisers and creators of color has been a rewarding endeavor that required vision, dedication and cultural intelligence. By embracing diversity and staying true to our mission, we at PDM have been able to not only thrive in the marketplace but also play a pivotal role in fostering understanding, empathy and unity in an increasingly diverse world. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Pod Digital Media’s Gary Coichy on building a media ecosystem for multicultural audiences

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