Classic FM is launching a creative service for advertising agencies in a
bid to help them convert clients who may be underusing radio.
The planned new service offers shops the chance to turn draft scripts
into demo commercials at no extra cost. Classic will supply the
necessary facilities, together with two or three top voiceover artists,
including the well-known actor, Robert Hardy.
The radio station is sending mailshots to the top 50 creative agencies
next week outlining how the service will work. Two Manchester shops have
already expressed interest in the scheme.
Nigel Reeve, sales director of Classic FM, said: ‘Agencies can produce
visuals for TV and press advertising, which often makes a great
difference in selling the concept. With radio, all the client gets is a
written script that bears little resemblance to the finished article.
‘We want to help agencies overcome this problem and will work with them
to produce a dummy commercial that enables them to give clients a much
clearer idea of how their ad will sound.’
The idea has been welcomed by the ad industry. Robert Hamer, chairman of
Foote Cone and Belding, said: ‘It’s a good initiative to try to help the
process of clients listening to a prepared ad, rather than a creative or
account man reading a script.
‘We’ll certainly consider using it. The only problem might be timing,
because radio is often treated as a last-minute medium.’
The Classic FM sales team has been specially briefed to sell the concept
to agencies. The first workshop is scheduled for 23 February.