From the Nominator

What’s the Big Idea? is the University of Manitoba’s signature podcast, hosted by President Michael Benarroch, who champions bold ideas while advancing institutional priorities. It features bold thinkers from the UM community who are shaping society. Its primary audience is Canadians interested in innovation, with the focus on donors, prospects, alumni, and community partners. The podcast also reaches students, faculty, and policymakers, with analytics showing strong growth among mid-career/senior listeners—an audience that closely aligns with key influencer and philanthropic segments. Topics, guests, and questions are curated with Donor Relations and faculties to align with major initiatives. Season 4 opened with engineering professor Philip Ferguson, the face of the Boldly Bisons campaign, celebrating UM Bisons who “see what others don’t.” His episode—promoted alongside the campaign launch—has over 9,500 downloads. A similar strategy supported an economic reconciliation panel featuring alumna Diane Roussin, also highlighted in Boldly Bisons; that episode surpassed 8,300 downloads in its first week, placing it in the top 1% of podcasts worldwide. Overall impact is significant: The series generated more than 80,000 streams/downloads since 2022, including 44,117 in 2025 alone—a 777 per cent increase over 2024. Several episodes rank in the top 1 to 5% of global podcasts by first-week downloads. Our president hears from donors, government, and colleagues that the series deepens understanding of UM’s strengths.

From the Judges

This entry demonstrates clear goals, a well-defined strategy, and strong results aligned with its objectives. Judges appreciated the engaging, accessible topics and the thoughtful positioning with leadership and campaign priorities, as well as the growth supported by a content hub. While the production is high-quality and impactful, the budget may limit replicability for some institutions. Opportunities for enhancement include incorporating more visual elements. Overall, this podcast has the potential to grow into a flagship offering.