Creativity

Great writing, stand-out performance and quality sound design, turbo-charged by innovation in digital audio. This is what radio advertising is all about.

The creative idea and the quality of your ad can have a huge impact on its commercial success. Advertising studies (from the IPA as well as our own) show a strong link between creative excellence and effectiveness. But radio is often an afterthought in the creative process and poorly integrated with other channels.

At Radiocentre, we want to help advertisers and agencies use radio to its full creative potential. Below is a ‘nuts and bolts’ guide to help you with briefing, writing and judging radio. You’ll also find the practical tips on how to use music and sonic branding and a beginners’ guide to production.

We are committed to recognising and rewarding great work in radio and run the monthly Aerial Awards in partnership with Campaign.  We’ve also compiled a selection of award-winning radio ads, some of our own favourites and the pick of best in class campaigns by sector to inspire you.

Aerial Awards

We are committed to recognising and rewarding great work in radio and run the monthly Aerial Awards in partnership with Campaign.

campaign Aerial
Aerial Awards

Get inspired

We've compiled a selection of award-winning radio ads and the pick of best in class campaigns by sector to inspire you.

tesco tate
Get inspired

Creative best practice

When considering radio creative, our research study Turning Art Into Science shows that:

  1. A consistent creative route is the most effective feature – familiarity draws the listener in
  2. When used alongside television, radio is more effective if integrated through the use of common audio features (e.g. music, voice, strapline)
  3. Use of a consistent voice is particularly effective, especially when using radio as the primary broadcast medium (regardless of whether it is a celebrity voice)

From this we conclude that advertisers can enhance results from radio by applying a more consistent construct within their radio campaign, ideally employing recognisable audio cues, such as voice and music to draw the listener in.

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Training Events

We offer bespoke in-agency training for junior to mid-level account handlers and planners in ad agencies who want to hone their skills and understanding of radio. This session highlights key facts about the audio market, explains how sound influences our behaviour and showcases inspirational creative campaigns.

Get in touch

Our how to guide

Where next?

Planning your campaign

Planning your campaign

Radiocentre Training

Radiocentre Training

Get Inspired

Get Inspired