Industry News

Radiocentre at the MRG Conference

Last week, Radiocentre attended the biennial MRG Conference in Warsaw. The MRG (Media Research Group) event is a chance for the industry to come together from across Europe and share research, debate, network – and hopefully win awards.

Mark Barber, Radiocentre’s Planning Director, attended the full conference and on Friday presented Strike A Chord, our research study exploring how consistent use of music communicates for brands to a packed audience of researchers from media agencies and the research industry. Keynotes across the three days were from John Yorke, drama producer, consultant and lecturer on storytelling; Alexa Clay, co-author of the bestselling book The Misfit Economy; and Richard Chataway, one of the most experienced practitioners of behavioural science in communications in the UK.

The conference concluded with the highly regarded MRG Awards, presented at a finale gala dinner. Radiocentre’s entry Persuade and protect: helping regulators improve advertising Ts&Cs received a Special Commendation from the judges. The project sought to address the challenges of lengthy financial Ts&Cs, which have a disproportionately negative impact on radio. Radiocentre is running a proactive lobbying campaign to reduce over-complicated terms and conditions in advertising, and improve the listener experience. By quantifying how ineffective current warnings are and demonstrating how listener recall of important information increases when Ts&Cs are shorter and more focused, this research has led to the relaxation of existing rules.

For full details on the MRG Conference click here, and click the links for more on Strike A Chord and our work on Ts&Cs.