RKCR/Y&R scoops £10m digital radio ad task

The radio industry is to launch a £10 million ad campaign to promote all forms of digital radio as part of a strategic shift away from focusing its marketing on the DAB format.

Digital radio: moving beyond DAB
Digital radio: moving beyond DAB

Rainey Kelly Campbell Roalfe/Y&R, a BBC roster agency, will take a lead role on the campaign.

It is understood that the initial campaign will seek to raise awareness of the benefits of digital radio and is part of a co-ordinated initiative from the BBC, the commercial radio industry and the digital radio marketing body, Digital Radio UK.

The campaign will start at the beginning of December and is expected to span TV, radio, newspapers, magazines and online.

There has been heated debate over whether the radio industry will be ready to switch over to digital by 2015, but this week, the Culture Minister, Ed Vaizey, said the deadline "still has an important purpose".

Rajar figures for the second quarter of 2011 show that 26.9 per cent of all radio listening is through a digital platform.