RAB in hunt for creative agency to raise radio's profile

The Radio Advertising Bureau has started the hunt for a creative agency as it looks to build radio's profile.

The trade body has appointed Suki Thompson & Associates to assist in the process and is expected to ask both creative and digital agencies to contest the business.

Advertising to promote radio is expected to run across a variety of media. In the past, the RAB has run press and radio campaigns.

The search for an agency comes as commercial radio bounces back from a difficult time by growing audience and revenue. Part of the brief is expected to be to communicate the benefits of radio operating across various platforms.

Andrew Harrison, the chief executive of the RadioCentre, which runs the RAB as part of its remit, said: "We want an agency that has a passion for radio like us. A group of people that can work with us to create actionable ideas and a communications framework that will help us emotionally engage advertisers."

Suki Thompson said: "The RAB has the strongest profile of the media marketing companies, and is highly regarded by advertisers and agencies - it is seeking to take those relationships one stage further."

Commercial radio is expected to enjoy an 8.8 per cent increase in revenues in the fourth quarter of the year, according to Advertising Association forecasts.

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