The Radio Advertising Bureau has switched its creative account from CDP to Miles Calcraft Briginshaw Duffy and is preparing to kick off a hard-hitting ad campaign to underline the effectiveness of the radio medium.
Miles Calcraft and CDP were both handed a brief for the new task, and the Miles Calcraft work was chosen as the most impactful. The campaign launches next week in the business press. CDP Media will continue to handle media buying.
Jeremy Miles, the chairman of Miles Calcraft, said that the campaign is part of an annual pounds 1 million ad budget that his agency will now be handling for the RAB. However, the RAB's chief executive, Douglas McArthur, said annual spend was likely to be less than pounds 150,000.
Miles Calcraft's first work will focus on new research which has been conducted by Millward Brown. The study found that advertisers who divert 10 per cent of their TV spend into radio can boost their brand awareness by 15 per cent. However, it also showed that radio can be three-fifths as effective as TV in driving awareness, and at a seventh of the cost of TV.
According to McArthur, the work is 'more promotional and direct' than the educationally focused ads that the RAB has been famous for. Past campaigns have featured industry figures such as Matthew Pilcher, the media manager of Nestle UK and Peter Buchanan, the director of marketing and communications at COI Communications.