JBDHTBWA, the Manchester-based agency, is entering a strategic partnership with the city’s Key 103 radio station.
The agency and EMAP-owned station will use the partnership to look into how radio can be leveraged by advertisers to develop content that is more effective than a standard radio ad.
This will include looking at how DJs can engage with a brand or communications idea and how new technology can be used to create more interactive campaigns.
Both companies will also assess “content creation” and the way, for example, it can take weeks to develop a TV ad but sometimes only minutes to generate a radio script. The partnership will provide co-training of both businesses creative teams and will allow both parties to learn new effective ways of working.
Michelle Surrell, Key 103’s managing director, says: “Our relationship with BDHTBWA is proving a success for both companies. Creativity is at the heart of what we do and working with like-minded businesses is key to our future.”
The partnership is being launched today (Wednesday) with a live lounge event at the agency’s offices. Singer songwriter Paolo Nutini will perform a set and be interviewed, with the session being broadcast on Key 103’s evening show.
The two companies are planning to collaborate on future projects and will work together on the forthcoming Manchester 10 Awards. This annual event was started last year in commemoration of the Manchester bombing.