In this month’s Radio Head RAB asked Charlie Yeates from MediaCom a few questions about why he loves his job and some fun facts about his life.
1. What’s the best thing about your job? (Be honest!)The people I work with on a daily basis. Genuinely passionate people who care about the medium; this stretches from my team to clients & (even!) sales contacts.Equally the speed of technology means that there is always a new concept or idea that requires attention, and, radio is in a great position to adapt.2. What’s your favourite station and which radio programmes do you listen to?During a typical week, wake-up to my friend COC on Absolute, a bit of Talksport at the weekends and tune-in to Smooth (just in case RJ or JG pop in!). The lovely gadget that is RadioPlayer means it’s also nice and easy to get a sprinkle of Absolute 80s, Magic, Kerrang! and Planet Rock doing the working week.3. What radio campaign are you most proud of working on?Undoubtedly the mega promotion for BSkyB that involved syndicating breakfast for the first time ever across multiple sales points. A monster to work on but serious satisfaction in making it happen for all involved. Recently, convincing EA Sports to partner with Xfm for the (Live) Naked Breakfast. Historically not a radio client, the campaign has just been nominated for a Cannes & Sony Award.4. Which radio campaigns have caught your ear recently?MoneySupermarket, great synchronisation with the TV assets. Digital UK, their style of creative is perfect – advertorial-led and the listeners are clearly aware of what’s going on. Nice and clean. The tie-in between Global Radio and News International is a great example of how to align brands; Capital and The Sun in particular.5. What’s the biggest hurdle you have to overcome to get radio on the schedule, and how do you manage this?Pictures and consumption. As a specialist team though we have vast experience in combating hurdles presented to us (I think we enjoy it!). Aside from proving the value of radio from an accountability perspective, we have consistently harnessed the opportunities that branded content offers. This is a real, key area that we use to get our clients excited about the medium (we have a champion), and they are.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?The speed of technology means there isn’t really a single trend but the one’s which do complement radio are undoubtedly mobile & in-stream. In-stream is a fantastic proposition that, if the industry gets right, can only enhance the offering.7. What was your local station when you were growing up?95.8 Capital FM. Awesome station back then. Capital Gold for football commentary.8. Which DJ best defines your youth?There can’t just be one! Tarrant, Kid Jensen and Dr. Fox. The “bong”……what a game!9. What was the first album you bought?Nevermind. Although Fleetwood Mac’s Rumours & Dylan’s Infidels were the first albums I really recall due to my mum playing them on loop.10. If you weren’t working in radio, what would you be doing?I nearly opted for a career as a futures market apprentice before two weeks of work experience at both Capital & Chrysalis (inc. breakfast with Jono & drinks with Ian Camfield) meant I was media (& radio) bound.
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