The Network has forged a joint deal with its sister agency, the WPP
below-the-line specialist, Promotional Campaigns Group, to lure new
clients to radio by promising to maximise the effectiveness of
The new venture, called Radio Active Campaigns, aims to combine the
Network’s media buying and planning skills with PCG’s promotional
Radio Active will be staffed by personnel from both companies -
including four planners and buyers from the Network - and run by two
project directors, Bill Kinlay, media director at the Network, and
Graham Griffiths, general manager of PCG.
The Radio Active team will present jointly to clients. The Network
members will then handle all the planning and buying, while PCG tackles
the creative side of new briefs.
The new joint venture has started to target clients of both agencies who
may have considered radio in the past, particularly fmcg clients.
Griffiths commented: ‘PCG recently did a project for Kenco and Classic
FM that panned out to include an on-pack offer and a link with the Mail
on Sunday. Using different media in this way is part of an untapped