MT Rainey has hit out at creative standards in radio advertising
and urged agencies to back the medium.
The joint chief executive of Rainey Kelly Campbell Roalfe/Y&R, speaking
at the Radio Advertising Bureau's Advertiser Conference this week, said:
'As a percentage of total output the mediocre and poor is probably much
higher than it is for any other medium.'
Rainey urged agencies and clients to view radio more strategically and
suggested the media buying model for radio is harmful. She said: 'We
still buy radio for frequency - which is, of course, a lost commodity
now in any other medium - so we abuse it and overuse it in radio.'
She also argued that copywriting skills are being neglected in agencies,
leading to a reduction in the quality of work that is not visual.
Rainey cited examples including J. Walter Thompson's Kit Kat campaign
and HHCL & Partners' campaign for the Sci-Fi Channel to show that UK
agencies can produce strong radio advertising.