Revamped RAB aims to encourage agencies to use radio

The RadioCentre, the commerical radio trade body, has unveiled a new-look Radio Advertising Bureau, and a series of measures to persuade agencies to use the medium.

The RAB is looking at ways of incentivising agencies to use radio, with one idea being higher commission for those who commit spend upfront.

It is introducing the RadioCentre Certificate of Excellence initiative, which will encourage high standards in radio planning and buying at agencies by putting new planners and buyers through an RAB training course.

The new-look RAB, which will have the mission statement of "Activating radio in the digital age", will be responsible for a range of research initiatives. They will include an analysis of how people use radio and MP3 players, and a product called the RAB Effectiveness Tracker, which will help advertisers to understand radio's return on investment and the role creative plays.

The RAB's creative consultancy services have also been enhanced to cover areas that include evaluating creative and understanding how a campaign should sound on-air.

The initiatives follow the signing of Simon Redican from News International as the managing director of the RAB, and Martina King's arrival as chairman.

King will also head a quarterly "RAB think tank", which will discuss industry issues.

Andrew Harrison, the chief executive of the RadioCentre, said: "The RAB did a sterling job helping to lift radio in the 90s, but the market has changed; that's why we need a new RAB to shape the industry for the next 15 years."

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