DIARY: RANT

Why can’t any ad agency produce even a half-decent radio spot? Capital Radio started trying in 1973. Does anyone recall hearing just one radio commercial that made them think: ’Brilliant - I wish I’d written that’?

Why can’t any ad agency produce even a half-decent radio spot?

Capital Radio started trying in 1973. Does anyone recall hearing just

one radio commercial that made them think: ’Brilliant - I wish I’d

written that’?



Thought not. Copywriters who throw a force ten strop if they are asked

to change a word of their TV scripts happily churn out aural junk that

has me hitting the Radio 2 pre-set button on my Blaupunkt every

morning.



You know the routine. Rip-off sound track of popular song with lame

lyrics plugging the product; hammy actors trying to sound comedic;

’jokes’ fabricated around puerile sexual innuendos; desperate attempts

to somehow squeeze in the advertiser’s phone number.



Most of this pap sounds like it was written and performed in three

minutes.



Radio may not be as glam as TV, but it presents the same creative

opportunities.



The poor use of the medium by creatives goes a long way to explaining

why it is about to lose out to the net in the adspend stakes. Digital

radio may offer more stations and better quality sound, but what’s the

point if we’re going to have to sit through the same nonsense.



My suggestion? Lock up every wannabe radio producer and radio copywriter

and force feed them Goon Show re-runs.





Got something to rant about?



Call 020-8267 4702 or e-mail mark.tungate@haynet.com.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).