After 11 years of selling the importance of radio to media agencies, it is to put more of an emphasis on targeting creative agencies.
The RAB is restructuring the way it operates to achieve this and has hired Chris O'Shea, the executive creative director at Banks Hoggins O'Shea/FCB, to act as a non-executive director and consult on its move to build creative standards.
O'Shea will work part time for the RAB as a creative consultant, and will continue his part-time role at Banks Hoggins. His task is to work with Douglas McArthur, the chief executive of the RAB, on ways of working more closely with creative agencies.
McArthur said: "I've had a gut feeling for three years now that we needed to make a move on emotionally underpinning radio as a brand. A lot of advertising is planned emotionally and radio needs to get into that."
He added: "Radio is quite difficult to do and a lot of people shy away from it. It's up to the RAB to help people get better at it to keep us ahead of the game."
Since its inception, the RAB has helped commercial radio move from having a 2% share of advertising revenues to 7%. It has worked on building a creative reputation for radio advertising through its annual and monthly Aerial Awards but wants to extend this work.
O'Shea, who, with his partner Ken Hoggins, has created award-winning work for clients including the Red Cross, said that getting young creatives more interested in radio would be part of the RAB's task. He is a former chairman of the RAB's Aerial Awards and has held posts on the Creative Council and D&AD.
He added: "I'm being brought in as an ambassador and a link between the RAB and the creative world."
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