The Radio Advertising Bureau is launching a consultation service to encourage advertisers, and media and advertising agencies to use radio. Ad Doctor aims to help advertisers “overcome creative barriers” to using the medium.
The service, which will launch this week, will be free and also aims to improve creativity in radio advertising. The body says the launch follows research by the its RadioGuage that shows better creativity improves advertising awareness.
Simon Redican, managing director of the RAB, says: “If customers are finding it difficult to visualise how radio can work for their brand creatively if they are struggling to crack a specific brief, the Ad Doctor can help them.”
He adds that the service will help clients with a variety of issues including how to reduce terms and conditions at the end of ads, or to help them get a broader perspective on the effectiveness of their current campaign.
The service follows the launch of £3m fund in September that aims to provide advertisers and agencies with support and insight on how best to use radio. The RAB aims to use the partnership fund to work with individual advertisers and to help them with bespoke research or creative consultation (MW.co.uk, 18 September).