1. What’s the best thing about your job? (Be honest!)
Having been head of radio at ZO for just over a year, the part of the job I have enjoyed the most has been the way everyone throughout the whole industry has been keen to find solutions rather than barriers, and this collaborative approach stands radio in good stead for now and the future.
2. What’s your favourite station and which radio programmes do you listen to?
My husband makes me wake up to Radio 5 live in the morning. I then listen to the Christian O’Connell Breakfast show on my commute to work, and in the evening I enjoy listening to Jo Whiley on Radio 2.
3. What radio campaign are you most proud of working on?
A thermal campaign for a well-known suncare brand. This campaign really played to radio’s strengths of real time and regionality. Having the ability to turn a campaign on and off at a regional level demonstrates the flexibility of radio as an effective medium.
4. Which radio campaigns have caught your ear recently?
The Truvia campaign with the “Truvia Scrumptious” song! Once heard you will never forget it! Great synergy between TV and radio ads. You can tell instantly who it’s for and utilises radio’s halo effect to increase brand awareness.
5. What’s the biggest hurdle you have to overcome to get radio on the schedule, and how do you manage this?
Non visual! We have held several creative sessions with clients and the RAB to prove that radio can be an effective medium without the use of visual aids.
6. What’s your view on what the big trend in media will be this coming year and how do you think it will it affect radio?
I don’t think there is one big trend in media that will revolutionise the radio marketplace in 2012. The continued digitalisation of traditional media is likely to gather pace as new technologies become established within the mass market, which in turn will deliver volume and audience, however, these traditional media will need to establish an effective methodology to capture and report multi-platform usage so the medium isn’t undersold.
7. What was your local station when you were growing up?
I grew up in the States so my local radio station was Whoopee 100.1 FM and it’s still going!
8. Which DJ best defines your youth?
Listening to the top 40 with Bruno Brooks with my cassette player and blank cassette at the ready, shouting at my brother and sister to be quiet.
9. What was the first album you bought?
Rod Steward – Blondes Have More Fun
10. If you weren’t working in radio, what would you be doing?
In the winter teaching skiing in the Alps and in the summer playing with my kids on a beach in Cornwall.
Archive for March, 2012
The Radio Advertising Bureau (RAB) is to celebrate its 20th anniversary with a major customer event at the British Museum on May 23rd.
The event will take a look back at 20 years of radio innovation from the RAB and across the industry, comprising a series of concise presentations from industry figureheads. The event will also see the launch of two new initiatives from the RAB aimed at helping advertisers, media agencies and creative agencies get more from the medium.
David Mellor, Secretary of State for National Heritage in 1992, and now radio presenter, will deliver a keynote speech comparing the media landscape in 1992 with today, and explore why radio has endured in the internet age. Further speakers will be announced in the coming weeks.
The RAB was launched in May 1992 with the remit of championing the use of radio as an advertising platform, as part of the cross-industry initiative with UK commercial radio. The founding board consisted Neil Robinson (Metro Radio Group), Richard Eyre (Capital), Tim Schoonmaker (EMAP), Jimmy Gordon (Scottish Radio), David Bagley (Midlands Radio) and Rory McLeod (Southern Radio).
Over the years the RAB has become synonymous with excellent customer service and industry-leading media insight. The RAB’s catalogue of award-winning research has helped demonstrate radio’s effect within the media mix, most notably the Multiplier series – including the Online Multiplier and Emotional Multiplier initiatives – and radioGAUGE, which provides radio campaign effectiveness measurement to individual advertisers.
Simon Redican said: “With record audiences, revenues booming and technical avdances like RadioPlayer, it’s a great time to celebrate 20 years of radio innovation and honour the rich heritage of the RAB. The two new major customer initiatives that we will launch at the event are in the very best traditions of the RAB.
The invitation-only breakfast event will be held at the British Museum between 8.30am and 11.00am, on Wednesday May 23, 2012.
For more information please contact Lucy Goodwin at the RAB on 020 7010 0655 or email: email@example.com
Supermarket media spend has come under the spotlight in the last month with both Marketing and MediaTel highlighting the sector’s substantial decrease in press spend and a potential change in media strategy. One of the beneficiaries so far has been radio with spend up 58% year on year during the last six months of 2011. So, why do retailers look as though they are beginning to warm to radio’s full potential at a time when other media appear to be suffering?
One of the reasons may be that tactically radio can play a vital role in targeting swapper shoppers by getting under the radar and catching them at the right time. Research released by Starcom Mediavest Group revealed that one the problems facing supermarkets is a culture of ‘swapper shoppers’, that is the 8.25m supermarket shoppers who lack loyalty to any of the ‘big six’ supermarkets. Therefore, the need for advertising for supermarkets to catch shoppers in the moment of decision making is vital. Radio can play to its strengths here of low ad avoidance and ability to reach people across ‘the retail day’ to ensure that their messages are hitting home when listeners could be thinking about what to buy and crucially where to shop.
But, whilst price and value messages can be crucial in luring a shopper in for one week, being able to develop a long-term emotional connection with shoppers (alongside those competitive offers and value) is the key to ensuring they come back on a regular basis.
At Global Radio’s ‘Voice of Retail’ event last week, Lee Cooper, The White Stuff’s Creative Director spoke enthusiastically about how their brand is all about ‘the family’ (customers included) and how building a local, community feel to each shop is an important part of their strategy. It’s more difficult for supermarket chains to engender the same feeling amongst consumers but perhaps this is where their advertising campaigns can play an important role.
In this context, radio is able to operate at a much deeper emotional level and this is increasingly reflected in the types of messaging we hear on the radio. Sonically, for my money, Sainsbury’s have hit the nail on the head with their use of ‘Bare Necessities’ . Using the song enables Sainsbury’s to tap into the emotional heritage that it holds in the minds of many listeners and translate that onto the Sainsbury’s brand as part of the ‘Live Well For Less’ campaign. It’s these kinds of appealing messages and audio features that can transfer well from their TV campaigns and enables radio to perform both the role of driving people into store whilst also building brand loyalty.
Hopefully the pattern of increasing radio spend across the last few months is one that will continue throughout 2012 and if, as speculated by some, the supermarkets are holding back some of their budget for the big ‘summer of sport’ then hopefully radio will play its role as part of that. Developing a strong and consistent voice on commercial radio may be the first step in harnessing the listener’s loyalty for their favourite radio stations and translate that into their shopping habits.