Lucky Generals wins Radiocentre brief to boost radio

Radiocentre has appointed Lucky Generals, to create a campaign to raise awareness and boost positive perceptions of radio amongst advertisers and agencies. Lucky Generals is considered one of the UK’s most forward thinking advertising agencies, responsible for high profile campaigns for Paddy Power, Pot Noodle and Amazon.

Radiocentre works on behalf of 40 radio companies operating 278 licensed stations across the UK and representing 90% of commercial radio in terms of listening and revenue. The medium currently enjoys a near-record audience (89% of the British population tune in each week, helping to make radio the second most-consumed medium after TV).  However, it does not command the revenues its audience share would suggest.  Lucky Generals’ brief is aimed at addressing this to make radio more salient for advertisers.

Andy Nairn, a co-founder of Lucky Generals said: “There’s loads of cold, hard data on the effectiveness of radio advertising.  But like all human decisions, media choices are fundamentally driven by emotions, not just logic.  So we’re looking forward to making people feel different about the medium, not just bombarding them with statistics.”

Lucy Barrett, Client Director of Radiocentre said: “Lucky Generals is a very current and entrepreneurial agency, with a really good grasp of today’s media landscape, so they felt like the perfect choice for this brief.  We’re really confident that the team are going to produce some ideas that will boost radio’s perception among our customers.”