Burke to head BMP Wireless unit

BMP DDB is launching a new unit dedicated to the creation and production of radio commercials.

BMP DDB is launching a new unit dedicated to the creation and

production of radio commercials.



The agency has lured back Paul Burke, a former BMP copywriter who left

for J. Walter Thompson just three months ago, to take charge of BMP

Wireless.



Burke - who specialised in radio commercials at BMP - had been at the

agency for almost ten years when he was poached by JWT with the offer of

a group head post.



’People kept ringing me up and asking me questions like ’who does the

voiceover for such and such?’’ Burke explained, ’and I quite quickly

realised that radio was what I really wanted to do. Sometimes you have

to walk away from something before you realise how much you like

it.’



Larry Barker, BMP’s creative director, commented: ’Too often we hear

terrible radio advertising, proof that many agencies are not giving the

time or the talent to this important part of the mix. I’m delighted Paul

agreed to rejoin us to head the new unit - I can’t think of a better

radio writer in London.’



BMP Wireless will write, direct and produce radio commercials for BMP

and its sister shop, BMP4, as well as accept commissions from outside

agencies.



Most large agencies contract out the production of radio commercials,

but BMP has traditionally produced most of its radio ads in-house.



Burke began his radio career some 15 years ago while working in the

despatch department of Abbott Mead Vickers BBDO, when he was asked to

create a radio ad for Mumm champagne.



From there, he worked at Young & Rubicam and Davis Wilkins before

arriving at BMP in 1988.



Burke has produced award-winning radio campaigns for Volkswagen, Optrex

and the Alliance & Leicester.



The quality of radio ads in the UK has been the subject of debate in

recent months. Robert Campbell, jury chairman at last year’s Aerial

Awards and a creative partner at Rainey Kelly Campbell Roalfe, hit out

at the industry’s attitude to radio. He said: ’The feeling during the

judging was that radio is still treated as a secondary medium.’



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