Earshot creative » marketing

Absolute Radio refreshes Faces For Radio campaign

Jonathan Jacob — Tue, 31 Jan 2012 12:27:55 +0000

Roadside and in-car audiences become target audience for Absolute Radio in its next stage of their long running outdoor advertising campaign which launched in March 2010 (and refreshed in March 2011).

The team at national radio station, Absolute Radio have launched the next stage of its ‘Faces For Radio’ campaign for 2012 with the addition of a live “now playing” feed on digital outdoor creative. A media first which uses live RSS feeds to indicate the artist that is currently playing live on Absolute Radio giving consumers an immediate and interactive taste of the Absolute Radio playlist.

A new slogan has been brought into the design – which takes the campaign onto the next stage from the seven day breakfast mantra into ‘Presenting for your curiosity – The Faces For Radio’ to help resonate with the stations reluctant adult audience. The outdoor digital creative use live RSS feeds to show the artist that is currently playing live on Absolute Radio in a bid to raise brand awareness and encourage trial.

The new ‘Faces For Radio’ ads, photographed by Gary Salter for Albion London, feature the breakfast DJs Christian O’Connell, Frank Skinner and Dave Gorman behind bars, with ‘Rock ‘N’ Roll Football’ host Ian Wright as a circus ringmaster. This is the first time that Ian Wright has been used in the Faces for Radio creative – he’s more commonly known for appearing in bespoke football content creative alongside his football stablemates Jim Proudfoot and Russ Williams.

The new ‘Faces for Radio’ campaign with the Now Playing RSS feed will commence on 1st February 2012 which includes outdoor, digital media and print media – with a combination of digital, backlit and scrolling 48 and 6 sheets specifically focussing in central and greater London, so make sure you look out for them! Currently Absolute Radio London (Digital/AM/FM/Extra-London) reaches 771,000 adults weekly which is 6.9% reach of its TSA.

Clare Baker, marketing director at Absolute Radio, said:

“The ‘now playing’ feature is designed to demonstrate the station’s core music proposition and is in line with our dynamic digital credentials. For this campaign we are targeting the roadside and in-car audience, tempting them to trial the station immediately.”

As well as outdoor advertising – Absolute Radio will run a digital element of the campaign from 13th Feb to drive online/mobile audiences. This will include MPUs on third-party sites which feature “now playing” information, paid search, a homepage takeover on its own website, and banners across its mobile app network.

Original writing licensed under Creative Commons. Views within Earshot Creative are personal. Meet Earshot Creative on Twitter if you like.

URN: It’s the kind of noise students make!

Jonathan Jacob — Wed, 16 Nov 2011 08:47:27 +0000

‘It’s the kind of noise students make!’ …

… it’s the kind of creative and genius strapline which the URN team at University of Nottingham to pick up Gold at the Student Radio Awards in the Marketing and Station Sound Category (as well as the Best Student Radio Station too!).

URN decided to strip back their ‘commercial’ radio sounding station and went to a purely ‘student radio’ focused sound. A “sound” which made the station look real and pure to its listeners.

Lou Nash at URN tells us more:

This year we have taken a very different approach to branding at URN. The previous year saw a drastic turn towards a very commercial brand, with highly produced and polished idents and sweepers. Although this gave the station a very professional sound, this year’s team felt that the station’s imaging did not reflect the station’s output. URN is, by design, a student radio station, and thus what it produces is a student sound, aimed at and created by students. All our presenters are students, and the vast majority of our listeners are too. Therefore we wanted our station sound to reflect both the presenters and the listeners. A major part of this was to completely stop using commercial voiceovers, and instead exclusively use student voices. Although this made the job much more challenging due to students not being experienced in voicing idents and trails, the results were felt to be much more suitable for the vibe of the station. We therefore wanted the imaging of the station to highlight and celebrate this. With this in mind we came up with a new strapline for the station:

‘It’s the kind of noise students make!’

The simplicity and honesty of the new strapline was designed to reflect the essence of URN: the fact that we are a radio station wholly run by and presented by students. Despite the negative connotations of the word ‘noise’ we thought it appropriate not only as a word that incorporated both sides of radio: music and speech, but also as a more genuine and humorous statement about the inevitable reality of student radio, and the very real possibility of things going wrong! However it has developed from a simple strapline into the station’s general philosophy and attitude to what we do, and what we are trying to achieve.

Download audio file (audio-for-entry.mp3)

Earshot Creative decided to take a deeper look into the award winning entry, by speaking to Lou Nash about some of the key elements of her marketing and branding strategy..

SO WHAT IS THE KIND OF NOISE STUDENTS MAKE?

With our new brand and station ethos in place, we were keen to listen to our fellow students and make sure that the kinds of noises we were making were what they actually wanted to hear! To do this we wrote and emailed out a survey to every student at the university asking for feedback including how often, when, to what, and how they listened to URN and what they liked and didn’t like about our programming, music and website.

Over 2000 students completing the survey, confirming our thoughts that URN had lost touch with its audience. We found that what students wanted was something different, that was relevant to them, particularly when it came to news, and coverage of live events both on and off campus. They also wanted us to shift our playlist to include a bit more new music they wouldn’t find elsewhere. Having our thoughts confirmed by thousands of other students spurred us on to make URN bigger, better and more relevant than ever before.

ONLINE - URN1350.NET

Once again the website has been integral to our brand. Individual pages were created for both SU and URN events including Week One, Varsity, SU elections, Summer Party, After Dark Unleashed and Beat That. Due to the significance and importance of the tuition fees scandal to students, we also had a ‘2010 Demo’ page where on the day listeners who were not able to attend, could track the reporters route along the march using GPS, and view our twitter and photo updates and latest reports. This ensured that were became a resource: somewhere students could go to find out about the big events on campus and off, as well as our coverage of these events.

As part of our aim to keep the website up to date, new promos went up every week promoting future URN events, special shows and OBs, as well as interviews and coverage of SU events. The consistent yet ever changing look of the website kept people interested and instantly informed whenever they visited.

ON CAMPUS AND STUDENT VOICE

Our presence on campus has expanded phenomenally this year with more outside broadcasts than ever before, 24 in total, thanks to our Al Fresco week, as well as more visible involvement in Students’ Union events. All of this was aided by a greater sense of continuation and uniformity within our brand with new banners designed to mirror the T shirts worn by the URN team out and about on campus. We decided to focus our on campus brand to revolve around to colours: teal and purple, both of which feature extensively on the website. This helped us to create a recognisable and memorable visual identity around campus.

An incredibly important part of our news show The Pulse, is the discussion of events that affect students. To get a range of views, and find out what Nottingham students really think, reporters go out around campus every day, wearing URN t shirts, to vox students about their opinions on that day’s stories. This not only improves and varies our output, but also promotes The Pulse to students, with those interviewed more likely to listen in future.

STUDENT EVENTS

Week One was, as usual, a great opportunity to really get the word out about URN to both new and existing students. Our branding started even before the freshers had got to Nottingham, with a page in the Students Union guide dedicated to URN, where we publicised our Week One coverage and our New Members Meeting the following week. Our biggest branding operation was on Move-in day when we sent out a team of more than 20 URN reps, armed with flyers, branded beer mats and fridge magnets. This team also acted as an OB team out in the field. Our on air content throughout that day consisted of The Move-In Show from 11am until 4pm with two anchoring presenters in the studio phoning the team to get freshers involved in various challenges related to their new halls. Students from Derby Hall were instructed to find an object to use as a ‘horse’ and then have a race that was commentated live over the phone by one of our team members. Similarly students from Sherwood Hall had to construct bows and arrows and see whose would go furthest. We also ran a Hall Pride competition where our team would have to gather as many students from a particular hall and get them to shout down the phone ‘We’re [name of hall] and we love URN!’. Each was put through the ‘pride-o-meter’ to see who was loudest, with the winning hall having gathered over 100 students to take part. These kinds of activities immediately appealed to students who had just moved in and were looking for a way of making friends and getting involved.

Throughout the rest of Week One we ran a series of competitions which encouraged students to head to the website and tune in. To utilise the free bus service put on by the Students Union, our mascot Ben the Bear was sent into the town centre each day to hide out and be found by freshers who tuned in listening for clues as to his whereabouts. The first person or group to find him would win tickets to that night’s fresher event, as well as free milkshakes and cinema tickets.

Every evening saw an extension of our usual Friday night Pre-Ocean Show, the warm up to Nottingham Uni’s favourite Friday night club night. Branded ‘The 60 Minute Win It’, it immediately drew in listeners simply due to its name. We also distributed flyers highlighting the prizes that could be won, which included an ipod, dominoes pizzas, bus passes, club night tickets, a wii, meals for two, gig tickets, drinks vouchers, and even a weekend pass and flights to Oktoberfest.

Then first three days of Week One once again saw us broadcasting live from Freshers Fair. This gave us a chance to recruit new members, enhanced by them being able to see us in action. We were played out across the fair, meaning that every fresher would have heard us at least once during Week One. We also interacted with students on other stalls, even staging a dance competition with the cheerleaders, which attracted quite a crowd and was judged by a member of the SU Exec!

Our involvement in Nottingham Uni’s Summer Party had always been very exclusive. Based backstage we would send URN reps out and about getting voxes and bringing the festival to the presenters. This year we wanted to be much more daring and innovative and decided to position ourselves right in the centre of the action. This not only allowed the presenters to really get a feel for what was going on, and thus improve the broadcast itself, but we became a very prominent presence. The team wore our new purple branded t shirts which really made us stand out in the crowd. And with the broadcast coming from the centre of the festival it meant we could get people straight on air, thus making them feel more of a part of our broadcast, rather than voxing them and editing it down to be played out half an hour later. To entice people over to our stall we branded ourselves as a ‘Survival Station’ giving out free sun cream and water, as well as letting people play in our branded paddling pool to cool down. We wanted people to have something to take home with our logo on so we also gave out 250 branded beach balls. The choice of beach balls was even more effective than anticipated: as soon as the big name bands started playing out beach balls could be seen bobbing up and down amid the crowd, with some even making their way onto, and back off the stage! URN beach balls soon became the must-have memento of the day.

GETTING OUR DJ'S OUT AND ABOUT

Due to our growing reputation as a source of great music and musical talent, URN has been asked to provide DJs for a number of important SU events including Graduation Ball, Media Ball, Ice Hockey Varsity as well as the weekly Karni After Parties. They have also built up fantastic reputations beyond the Students’ Union, meaning that URN DJs can frequently be found taking our music directly to our audience, and playing at the big clubs and bars in town including Oceana, Gatecrasher, Stealth, Dogma, Market Bar, Detonate, Crisis and Twisted Hearts.

To ensure that each area of URN had the opportunity to showcase themselves, we organised a series of events which were publicised across campus. To highlight our After Dark shows to a wider audience we hosted a week of brand new music, allowing the After Dark presenters to ‘take over’ the Afternoon Show every day for a week. Each day was themed by music genre with appropriate DJs creating mini-mixes to showcase the kinds of music they play on their shows. This allowed our regular daytime listeners to get a feel of the After Dark brand and what it could offer. The After Dark Unleashed week also included free gigs held on campus and hosted by URN. As in previous years we had a great turn out and an enthusiastic response and were able to push the URN brand by handing out URN beer mats. On the Friday evening, the final day of After Dark Unleashed, we took over the biggest and most popular bar in Lenton, the student area of Nottingham, where a large number of students gather each Friday night to meet friends before going into town. We staged live performances from local up and coming bands, and our very own URN DJs kept the crowds there until the early hours.

STUDENT NOISE TO MAJOR EVENTS

This year we also broadcast and produced shows for national and even international events. One of the most successful was our Oscars night. We realised that students in halls and those without a satellite television were unable to watch the Oscars, due to it only being broadcast on Sky. Therefore we decided to produce our own coverage of the night itself, starting at 10pm and continuing on until 5.30am. By providing a service that was not available to a large percentage of Nottingham students elsewhere we became an invaluable resource, and incredibly relevant.

Similarly we decided to take on Red Nose Day. Instead of broadcasting the event itself, which would have been unnecessary, we decided to raise money for the cause by doing a variety of ridiculous things around campus, thus also promoting ourselves. One such act of silliness involved staging a flashmob in the Students Union shop, promoted through a secret facebook group. On the day the on air presenter played a certain song – the Baywatch theme – a Nottingham Friday night favourite during which it is Nottingham tradition that every male in the room removes his t shirt and swings it around his head. When the song came on a large group of URN and other boys, including members of the SU exec, dutifully donned red noses, took off their tops and swung them around their heads whilst singing along. The girls then went round with URN collecting buckets encouraging people to donate any spare change to Red Nose Day. The reaction was incredible, some boys who had nothing to do with us joined in, many people stood and stared!

STATION

Our big focus this year has been to get more student voices on the air. To achieve this we not only did away with our old professional voiceovers, but also our very limited set of student voices. With ‘It’s The Kind Of Noise Students Make’ acting both as our new strapline and philosophy, we wanted to use multiple voices to highlight the diversity of the station. We didn’t want to limit our brand to only two or three voices, but to record fresh voiceovers for every ident, show starter or trail made. We realised that certain voices work in certain ways. While one voice may sound great in a trail promoting a morning entertainment show, it could equally sound terrible used for an ident for a specialist music dubstep, reggae or drum and bass show.

‘It’s the Kind Of Noise Student Make has revolutionised URN. This year membership doubled compared to previous years, with over 200 members! They’ve had, more visitors to the website, more comments on blogs and texts into shows, and more listeners. The general atmosphere in and around the studios has also been much more welcoming and friendly. Presenters from all areas of URN have got involved and worked as a team to produce fantastic coverage and broadcasts of events, to create a naked calendar, to form a flashmob, and to beat a world record. And this has all been a result of the complete change in attitude to the branding and marketing of the station.

Take a listen to the station and find out more at their website – www.urn1350.net. Lou Nash from URN will also be appearing on a forthcoming episode of the Earshot Creative Review podcast too.

Original writing licensed under Creative Commons. Views within Earshot Creative are personal. Meet Earshot Creative on Twitter if you like.

New Ad Campaign for Smooth Radio

Jonathan Jacob — Mon, 23 May 2011 13:55:22 +0000

Smooth Radio have announced plans for a regional outdoor campaign to promote its Breakfast Show host, Simon Bates – who joined the quasi national station at the start of the year. This blog post looks into the particulars of the campaign- which sees talent are the forefront of its marketing in a GMG Radio first.

Smooth Radio will promote its breakfast show host, Simon Bates, in its next burst of marketing activity which begins today (Monday, 23rd May). It’s the first time the brand has promoted an individual programme or presenter over a brand comms message.

The bus back campaign will target motorists, a captive audience for breakfast listening, and will initially run for four weeks across the north west of England and the West Midlands, supporting the second burst of TV activity using the Smooth Ambassadors creative, which is planned to run in the regions, and the East Midlands in May and June.

A digital campaign, focused on promoting the breakfast show, is also planned to run towards the end of June.

Smooth’s creative agency, Arnold KLP, has devised three executions, all showing a watermark image of the former Radio 1 DJ, with a different strapline “Easy like Monday – Friday Morning”, “The master’s voice” and “Where else would radio’s smoothest voice be?”

Smooth Radio Managing Director Andy Carter said: “We’ve always promoted the brand and the music on Smooth so this is the first time we’ve actively promoted a presenter. Simon’s a broadcasting icon and a huge draw for listeners, as indicated by the uplift in the London audience, so this campaign is aimed at encouraging drivers travelling to work to tune-in to his show. We intend to extend it to other regions throughout the year.”

Media buying and planning was managed by MediaCom.

Disclaimer – All posts and views are my own, and are not endorsed or representative of any current or previous employer.

Source: GMG

Original writing licensed under Creative Commons. Views within Earshot Creative are personal. Meet Earshot Creative on Twitter if you like.

Marketing Winners at Sony Radio Academy Awards 2011

Jonathan Jacob — Mon, 16 May 2011 07:51:16 +0000

It’s been a busy time for the radio industry with both the Sony Radio Academy Awards and RAJAR day combined. There’s certainly been a lot of champagne corks flying – this blog post takes a closer look at the winners of Marketing and Promotions related awards at this year Sony’s.

The 2011 Sony Radio Academy Awards have been hailed as a real success, especially for commercial radio in general taking home fourteen of the thirty two awards. The Sony Awards provides a moment for the whole industry to get together and celebrate the medium. Amongst awards which celebrate talent, programmes, production and people – there’s a small selection of awards which celebrate the successes of people and projects who work tirelessly in promoting the station or generating revenues. These are Best Use of Branded Content, Best Single Promo / Commercial, Best Promotional / Advertising Campaign and Best Competition. There was also an award for Best Live Event coverage. This blog looks in detail at the Best Use of Branded Content award, Best Advertising Campaign award, Best Competition award and the Best Live Event coverage award.

Best Use of Branded Content

With an industry average of 20% of commercial radio revenues relating to branded content – this award celebrates creativity in sponsorship and promotions across commercial radio. Global Radio scored the Gold Award in this category in an engaging promotion that brought together both print, online and radio to personify a brand’s key messaging on Classic FM. The sponsor was Towry, who provide Independent Financial Advice and Independent Investment Management. Towry our claim to professionalism, they chose to use Alex Masterley (a fictional banker in the Daily Telegraph) and brought him to live via a 10 week commercial-led programming strand. “Alex” was played by Cold Feet actor, Robert Bathurst to create an on air programme and podcast series of outspoken behaviours and classical musical delivered in an engaging way – with the attention of promoting the services of Towry.

This was a really clever way to bring together all media and create a character, which resonated well with the target audience, while also helping to strengthen the product offer from the client. It created engaging and tactical programming, which didn’t sound out of place within Classic FM programming and therefore encouraged the integration of the brand and amplification of the sponsor with ease. It also developed more creative content for the Classic FM brand and helped achieve more touch points with the audience in terms of additional marketing offer through podcasting, press ads and MPU banner placement.

Towry’s creative agency, CST The Gate adds “A budget that would have lasted 4 weeks with a traditional press campaign provided 15 weeks of highly targeted media. Traffic to the website increased by 30%. Call volumes by 800%. Tracking research showed that whilst all competitor awareness fell during the campaign period, Towry was the only firm to increase awareness and affinity”.

The judges said that “this was superb: inventive, engaging and a truly original way of branding content. Beautifully written, perfectly voiced and targeted. It was funny, intelligent, interesting and informative”.

You can listen to the Alex Masterley series here – http://www.classicfm.co.uk/on-air/podcasts/alex-masterley-podcast/

The Alex Masterley campaign is also nominated in the Branded Content at the Arqiva Commercial Radio Awards along with Absolute Radio and Kiss.

Silver went to Capital FM and Bronze went to Capital FM. Well done Global. Absolute Radio were also nominated for the Rock and Roll football strand with Sky Sports and the Wadsworth 6X Pub Quiz championship project.

Best Advertising Campaign

talkSPORT were one of the big winners of the night, picking up a raft of awards including the illustrious Station of the Year Award. The station picked up the gong for the Best Advertising Campaign as part of their efforts to promote their official broadcast rights and coverage of the 2010 FIFA World Cup – something that certainly wasn’t a cheap buy!

Working with creative agency, Lionhouse – talkSPORT Creative created and implemented a mutli layered national advertising campaign which is quoted to be supported by a media spend of £1.5million delivered through on air trails, outdoor, press and digital activity.

The haul is the best in talkSPORT’s history and comes on the back of a year in which talkSPORT achieved record audience figures, growing its weekly reach by 24% to 3.1 million listeners, and its weekly listening hours by 20% to 24.5 million. (RAJAR Q4 2010). These figures are records for the station since it launched as Talk Radio in 1995 and rebranded as talkSPORT in 2000.

The World Cup campaign highlighted the station’s big name presenters, Harry Redknapp, Andy Townsend and Stan Collymore with a creative which linked the association of the competition to South Africa.

The campaign was based around a series of national 48 sheet poster campaigns at the start of the World Cup.

This was then brought to live within a YouTube video viral.

watch?v=Gg2xpS5wZ4k

A series of newspaper adverts with daily executions promoting key games were delivered to provide a daily call to action within a series of national tabloid papers.

This was also supported by a Taxi campaign across the summer which was saw five hundred campaigns across key cities being branded by talkSPORT externally and internally.

The campaign was all brought to life on the air (listen to example clip) bringing together the creative elements with clips of the match to reinforce the broadcasts to its listeners and ensure talkSPORT was top of mind for World Cup coverage at all times.

The judges said – “….unanimous in their verdict that this entry stood out. The depth and breadth of the material showcased the excellent creative work and production values. The trails were highly entertaining, totally in tune with the overall station sound and impressively responsive, adapting as the tournament progressed”.

Best Competition Award

On Air competitions play an important role in the radio station, and its role for its audiences. Firstly – they can provide a flagship feature which helps build and maintain audiences. Depending on the competition, the mechanic can help build hours and cross promote elements of the station. They provide entertainment and excitement, helping to bring the personality of the presenter through particularly within tight formatted networked radio – and finally, in commercial radio – they can help provide a platform for revenue building.

Global Radio’s Heart West Midlands scooped the gold award with their Breakfast Show mechanic called Beat the Star. A simple competition where listeners had to pit their wits against famous faces – it seemed Keith Chegwin was the outright winner scoring more points against the likes of Gok Wan, Leona Lewis and Westlife.

Have a listen to Karen from the West Midlands try to score more quiz points than Keith Chegwin: http://ondemandpopout.musicradio.com/station/74/audio/123735

The competition worked well because it showed how a large network like Heart have access to talent, it helps involve local listeners into the programming in a relaxed, yet exciting way during their morning listening journey.. It really takes away the barriers of ‘celebrity status’ and goes to show that celebrities are real people too as the presenters in the quote above show when they say “You know what Karen, you’re as clever as Leona Lewis!”.

The judges added: “This was the perfect on-brand contest combining a whole host of different elements to keep listeners engaged and smiling through the morning. This contest had warmth, humour and the seemingly unorthodox result that no one could be Keith Chegwin”.

Best Live Event Coverage Award

Live events create fantastic experiences for the immediate audiences enjoying the event – however, bringing the event experience to those not at the event using radio is a broadcast challenge that requires skills, creativity and imagination to create a story that paints pictures.

The Gold Award for the Best Live Event Coverage award goes to the BBC for their coverage of the Ryder Cup in 2010. The coverage, which was anchored by John Inverdale, provided golf fans with stroke-by-stroke commentary from the tournament in Wales. As well as commentary, the network provided preview and review programmes and brought the flagship Breakfast Show to the site too.

Here’s their award winning entry:

http://www.bbc.co.uk/emp/external/player.swf

The mix of talent they used to bring the games included Nicky Campbell, Iain Carter, Andrew Cotter, John Murray, Clare Balding, Alistair Bruce-Ball with special reports from BBC Radio 2 presenter, Chris Evans. A notable element of the broadcast was to support the lack of play when it rained – something in which brought the radio coverage to life. The teams were able to create “colour pieces” quickly and easy to help craft their storyboard of the tournament to the audience.

The judges added – “An outstanding example of live radio coverage that demonstrated tension, humour, sensitivity, passion and pace. The Ryder Cup coverage by Radio 5 live became compulsive listening to everyone regardless of their love of the game of golf”.

I think the team at BBC Radio 5 must thank a certain female golf fan that provided some light relief after a day in the champagne bar – I think she’ll end up regretting this one day!

There’s a real strong selection of award entries above, showing that creativity in the radio industry is not stopping anytime soon. The radio industry is made up of an fascinating group of people who strive to succeed. Congratulations to all the award winners and nominees. If you’re planning on entering next year, or didn’t make the cut this year – hopefully the above notes will provide you with hints, tips and inspiration to score gold for your next radio marketing project.

Disclaimer – All posts and views are my own, and are not endorsed or representative of any current or previous employer.

Source: Radio Today, Global Radio, talkSPORT, Lion House Creative, BBC,

Original writing licensed under Creative Commons. Views within Earshot Creative are personal. Meet Earshot Creative on Twitter if you like.

BBC Radio 5 live launches same-day TV marketing campaign

Jonathan Jacob — Mon, 21 Mar 2011 12:28:42 +0000

The team at BBC Radio 5 Live are to launch a new range of television ads, which have been labelled as an industry first. The ads will be created on the same day to reflect the “dynamic” way that BBC 5 Live delivers its daily news and sport shows.

BBC Radio 5 Live Studio

A small production team will be based in the station’s studios, capturing the best on-air moments as the day unfolds. This is to push their creative comms as ‘straight to the heart of things’ – sounds very commercial radio to me!

An advertising trail will then be filmed, edited, colour graded, sound edited and aired the same evening across BBC TV. Ads will created by Rainey Kelly Campbell Roalfe/Y&R.

The BBC say the creative is designed to showcase the diverse output of the channel, which broadcasts news, sport and topical issues nationwide. The campaign will develop weekly.

The television spots, which the agency claims are an “executional” first, will be supported by on air radio activity.

Ann Farragher, head of marketing for BBC Radio 5 live, commented: “The sheer range of things 5 live covers expertly everyday is staggering. The way we interact with our audience is unique. And we manage to have fun along the way. We want to try and capture a small part of that and show it off to a big audience.”

There’s an industry argument at large whether it’s right for the BBC Radio Networks to have the power of BBC television at their disposable. Could they use the power and scale available to promote their more bespoke and unusual programming on offer from the Beeb, rather than a service which is replicated in the commercial radio sector. (talkSPORT?)

News of the agency’s appointment to this campaign comes shortly after the BBC hired both Rainey Kelly Campbell Roalfe/Y&R and Karmarama for its £20m advertising account.

The ads will commence from today (21st March 2011)

Disclaimer – All posts and views are my own, and are not endorsed or representative of any current or previous employer.

Image Source: BBC

Original writing licensed under Creative Commons. Views within Earshot Creative are personal. Meet Earshot Creative on Twitter if you like.