Radiocentre takes home two Media Week Awards

Two of Radiocentre’s research projects won Silver and Bronze in the Trade Body Research category at last night’s Media Week Awards.

The entries Strike a Chord: how music enhances brand communication and Persuade and Protect: helping regulators improve advertising Ts&Cs beat shortlisted entries from Newsworks, Outsmart and Digital Cinema Media but lost out on Gold to Newswork’s How People Buy, which used insight to navigate the complex decision making process people go through before purchase.

Launched last October, Strike a Chord sought to understand specifically how music communicates for advertisers. By demonstrating how music – when used consistently – can improve the effectiveness of brand advertising, Strike a Chord has helped to push radio up the strategic agenda, underpinning long-term revenue growth.

Persuade and Protect 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.

Media Agency PHD were the big winners of the night winning media agency of the year and the coveted Grand Prix for its work for Sainsbury’s Christmas campaign, while ITV won sales team of the year.