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
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
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
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.’