Radio Bite: the power of partnerships


Radio is a powerful and often underused platform for advertisers. During these unprecedented times our Radio Bites series will give compelling reasons for brands to continue to be heard on the airwaves and why consumers will be listening.

Advertising on the radio is more than just buying spots – and the right type of branded content in your channel mix can reap huge rewards, as Wickes Head of Marketing Shelley Allison explained at Tuning In: Back to Business.

Wickes has been the sponsor of the Absolute Radio breakfast show for nearly 10 years, with Shelley telling Simon Kilby, Chief Revenue Officer of Bauer Radio, that while it is a (award-winning) sponsorship, “it’s definitely a partnership in the truest sense”.

Referring to the “flexibility and the dynamism” radio offers, Shelley discussed how branded content provides Wickes the opportunity to talk about more than just “the price of something”, adding how important it is for the brand that people understand what it stands for.

The Good Deed Register, which ran during lockdown, was used as an example of great creativity coming out of Wickes understanding the Absolute Radio voice and what listeners tune in for.

Previous Radio Bites have explored radio’s ability to boost both short term activation and longer term brand equity when added to the media mix. So when you’re considering the long term, think about how a partnership could support your brand’s message and values.

Watch Shelley and Simon in conversation below:

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