Radiocentre’s See Radio Differently campaign featured in the Campaign Annual 2016

Radiocentre’s hip-hop ad directed at Unilever’s Chief Marketing Officer Keith Weed was credited as being a Top 10 Radio Ad of 2016 by the advertising industry bible Campaign. The Keith Weed ad was listed alongside some of the UK’s most famous advertisers in Campaign’s Annual, which looks back at the best of the year across the advertising and marketing industries, celebrating the people, the companies and the work created.

The ad was part of a series of songs that Radiocentre created to promote the benefits of radio advertising to low spending brands. The campaign was devised and created by Lucky Generals which asked high profile marketers Keith Weed, Craig Inglis, Hugh Pile and Jonathan Mildenhall to see radio differently. The songs played out nationally across commercial radio through 2016. The Keith Weed ad joins Marmite and Dove, both Keith Weed’s Unilever brands, as well as Flash, Currys PC World, Harvey Nichols, Hive, McDonalds, Honda and Audible. Seven of the 10 are also winners of Radiocentre’s Aerial Awards – celebrating the best of British radio advertising monthly.

Another execution of Radiocentre’s campaign crops up in the Top 10 Marketers list where the song aimed at John Lewis Customer Director Craig Inglis is quoted. Campaign writes “That Inglis was featured in one of these gives a good idea of his stature in the industry”.

Helen Calcraft, Founding partner of Lucky Generals, the agency behind the ads, is named as the Top ‘Ad Suit’ recognising the haul of new clients taken on in the last year, including Radiocentre. Andy Nairn one of the founders of Lucky Generals and the strategist who created See Radio Differently is listed as third in the Top 10 Planners.

The Campaign Annual Top 10 Radio Ads of 2016 in full:
1. Marmite “The Mondays” by Adam & Eve/DDB
2. Dove “Self-conscious” by Ogilvy & Mather London
3. Flash “Colouring book” by Leo Burnett
4. Currys PC World “Bootcamp” by Abbott Mead Vickers BBDO
5. Harvey Nichols Beauty Bar “Car” by Adam & Eve/DDB
6. Radiocentre “See radio differently” by Lucky Generals
7. Hive “Superfast at anytime” by CHI & Partners
8. McDonald’s “Driver” by Leo Burnett
9. Honda “CRV Black Edition” by Radio Clyde Creative
10. Audible “Where are you?” by Fold7

See the full Campaign Annual here.