The Radio Advertising Bureau (RAB) is understood to have appointed Hooper Galton to handle its advertising after a pitch against undisclosed agencies.
The agency will now work on a campaign aimed at raising the trade body’s profile. The pitch was handled by Oystercatchers and RadioCentre chief executive Andrew Harrison. RadioCentre has been implementing a series of measures to persuade agencies to use the medium.
Hooper Galton’s brief is to communicate to agencies the benefits of using commercial radio. It will work with the RAB to increase their understanding of the range of platforms and opportunities available.
The RAB, the marketing division of RadioCentre, has been looking at ways of encouraging agencies to use radio, with one idea being higher commission for those who commit spend upfront.
The appointment of the agency comes as commercial radio begins to show signs of resurgence after several years of tough competition from online. The sector has also struggled against a resurgent BBC, which has a 54% market share. But radio has recently gained some ground, particularly in digital listening.
Meanwhile, the RAB has announced it has signed up Ford, Specsavers and MN Revenue & Customs as the first advertisers to take part in its RadioGauge research. The initiative aims to reduce the churn of advertisers using the medium by analysing the effectiveness of campaigns for advertisers. Over 50 companies are to take part in the next nine months.