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.
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