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