Forward-thinking media owners should step into the breach caused by the separation of creative and media at agencies and champion the creative use of media to agencies, so argued Sven Olsen (MW May 22).
We agree totally. So much so that for some time Capital Radio Group has had a team of strategic development executives who dedicate their time to speaking to creative agencies and exploring creative uses of our medium. We understand that clients who wish to realise the most return from their investment see the medium as only one part of the effectiveness mix.
Our client development department, in collaboration with our sonics team, also works closely with clients and their agencies to explore the creative possibilities of the aural environment. To raise the game even further in this arena we are seeking a dedicated creative director to join our team. This is one of the benefits of dealing with a media owner of Capital’s breadth and depth.
The recent restructure of our national sales operation in London (MW May 22), to ensure our approach is even more focused on providing what our customers want, is further testimony to that.
Commercial managing director
Capital Radio Group