Can we flip a switch and create a genius? Or is genius something humans are born with, that can’t be bred?
 
Decoding Genius is a client branded podcast series for GE, produced by Macquarie Media for Made by Fairfax.
 
Decoding Genius aims to answer these questions by focusing on the lives and journeys of six young geniuses from around the world, interviewing experts in intelligence, and examining whether genius is born or bred.
 
A small team from Macquarie Media recorded the stories in North America and across Australia to deliver high production qualities for this extremely engaging six part series that sits as part of a greater content campaign developed by Made by Fairfax. 
 
Andrew Sidwell, Head of Client Content Creation at Macquarie Media, explains that Decoding Genius isn’t the first client branded podcast series that Macquarie Media has produced, “We’ve produced about a dozen client digital audio on demand series including two series of the 60 Second Mentor. We have been blown away by the download numbers and it’s now in-flight on the Virgin Entertainment app. In this space it’s not just about producing great quality content for your audience, it’s about how to quickly scale an audience. Through extensive testing, we’ve developed a suite of amplification tools that allows us to reach the right audience fast.”  
 
Macquarie Media Executive Chairman Russell Tate acknowledges the demand for engaging and relevant client branded content in the market.  “In addition to these client-commissioned podcasts, we’ve also launched eleven custom radio shows for advertisers with many more in various stages of production and sign-off. This podcast series further demonstrates our expertise in producing compelling, world-class audio for brands.”
 
Episode 1 of Decoding Genius is available now for download from decodinggenius.com.au or via iTunes