Extra cash to improve radio creative work

The radio industry has stumped up an extra 250,000 for the Radio Advertising Bureau to market radio to ad agency creatives and reverse a decline in creative work.

The RAB, which already spends 500,000 marketing commercial radio, mainly to media buyers and planners, is concerned about the quality of creative work being submitted for radio campaigns.

It will implement a campaign of “education and inspiration” for creative staff, according to RAB managing director Douglas McArthur.

The RAB is planning a joint conference with the Incorporated Society of British Advertisers to address the issue of creativity in radio ads. Other plans include a knowledge bank or help desk and a direct mail campaign showcasing good creative work.

“Campaigns are coming unstuck through creative difficulties,” says McArthur. “It is the one thing most mentioned by advertisers and radio sales directors.

“Agencies have devoted themselves to stunning visual skills, but writing and narrative skills are getting weaker except for a few writers at the top.”

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