CAMPAIGN MEDIA AWARDS 1998: The Capital Advertising Award - Best Use of Radio - Nike, Running Radio

Nike, running radio

Nike, running radio

Despite the medium’s relevance to a youth audience, sportswear brands

rarely use radio. So when Nike print ads were presented with inspiring

copy, which reflected a runner’s thoughts, the media agency suggested a

radio ad. Radio also addressed the need for regional support in line

with distribution. The media plan focused on the 6-7am time band (before

the target audience runs to work) and end of week evening


Two separate ads, only one of which named the product, were placed close

to each other and broadcast in breaks after music to capitalise on being


Blockbuster UK, radio

Blockbuster successfully switched focus from television to radio to gain

market share. Research also guided the media strategy towards early

evening slots - when people were planning their evening.


Title: Nike, running radio

Media Agency: Manning Gottlieb Media

Media Director: Colin Gottlieb

Account Director: Hilary Taylor

Creative Agency: Weiden & Kennedy

Creative Director: Jon Matthews

Account Director: Edward Donald

Account Planner: Anne Charbenneau

Client: Nike UK

Brand/Product: Running

Marketing Director: Dermott Cleary

Advertising Director: Clare Dobbie


Title: Blockbuster UK, radio

Media Agency: Media Solutions Group

Planning Director: Graham Hawkey-Smith

Account Director/Media Planner: Steve Huddleston

Creative Agency: TBWA GGT Simons Palmer

Creative Director: Jim Thornton

Account Director: Graham Christie

Account Planner: Neil Amor

Client: Blockbuster UK

Brand/Product: New releases, promotions

Marketing Director: Siobhan Chatburn

Media/Brand Manager: Alison Collins.

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