Radio Advertising Bureau launches creative advisory service for advertisers

The Radio Advertising Bureau (RAB) has launched a creative consultancy to advise advertisers on developing their advertising campaigns for radio. It launches officially today (September 11).

The RAB Creative Consultancy, which will be available free to advertisers, also aims to help its customers understand how their brands could sound on-air by creating "mock" ads and showing how TV campaigns can be developed for radio.

Mark Barber, RAB planning director, says that the consultancy will encourage advertisers to "think more carefully about how to get the most out of radio".

He says: "Creativity is one of the few remaining hurdles preventing advertisers from using radio more often. We are taking a proactive approach to the issue through the RAB Creative Consultancy and are confident that this fresh initiative will pay real dividends for brand and radio."

Barber says that the consultancy is only intended to offer advice and does not intend to compete with advertising agencies. He adds that it has already been working with clients and it will receive more investment if it proves successful.

The RAB is now part of RadioCentre, the new trade body for commercial radio formed following the merger of the RAB with the Commercial Radio Companies Association, the Radio Advertising Clearance Centre, network programming company Hit40UK and the Joint Industry Committee for Radio IT earlier this year. The RAB continues to exist as a brand under the RadioCentre umbrella.