Rainey slams poor creative standards of radio advertising

MT Rainey has hit out at creative standards in radio advertising

and urged agencies to back the medium.

The joint chief executive of Rainey Kelly Campbell Roalfe/Y&R, speaking

at the Radio Advertising Bureau's Advertiser Conference this week, said:

'As a percentage of total output the mediocre and poor is probably much

higher than it is for any other medium.'

Rainey urged agencies and clients to view radio more strategically and

suggested the media buying model for radio is harmful. She said: 'We

still buy radio for frequency - which is, of course, a lost commodity

now in any other medium - so we abuse it and overuse it in radio.'

She also argued that copywriting skills are being neglected in agencies,

leading to a reduction in the quality of work that is not visual.

Rainey cited examples including J. Walter Thompson's Kit Kat campaign

and HHCL & Partners' campaign for the Sci-Fi Channel to show that UK

agencies can produce strong radio advertising.

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