RAB to use satisfied radio clients to give the medium a plug

Clients who have enjoyed the benefits of advertising on radio are to appear in a new ad campaign for the medium, commissioned by the Radio Advertising Bureau.

Clients who have enjoyed the benefits of advertising on radio are

to appear in a new ad campaign for the medium, commissioned by the Radio

Advertising Bureau.



The new work, the first to be developed for the RAB by CDP, launches in

the national press and on radio this month. It positions radio as the

medium that reaches consumers when other media can’t and carries the

RAB’s new brand ident, ’ad radio’, and endline, ’heard in all the right

places’.



The work will be targeted at advertisers and media decision makers.



The press work will break in mid-April and features the media manager of

Nestle UK, Matthew Pilcher, in a bath and Colonel Rory Clayton, the man

behind the Army Recruitment campaign, in bed. Both are talking to

consumers about their brands through commercial radio.



Peter Buchanan, the director of marketing and communications at the

Central Office of Information, is to appear in another execution.



Advertising on radio is currently growing at more than double the rate

of the market as a whole. The Quarterly Survey of Advertising from the

Advertising Association, for the second quarter of 1998, shows the

annual growth in total display advertising running at 7.4 per cent,

while commercial radio was up 18.5 per cent.



Simon Myers, managing director at CDP, said: ’Radio is still

under-utilised and not top of mind with advertisers.’



The press work was created by Tim Brookes, Phil Forester and Tad

Safron.



Photography was by Justin De Deney. Media planning and buying is through

CDP Media.



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