UK shows 'real lack of interest' in radio

CANNES 2011: UK creative departments need to address their lack of interest in radio, according to Warren Hamilton, the UK jury member of this year's Radio Lions and chief executive officer and creative director of Wave Group.

Eugene Cheong: Radio Lions' jury president
Eugene Cheong: Radio Lions' jury president

Hamilton said: "They [creative departments] think it's a medium you give to a junior creative team.

"In an atmosphere like that you risk losing the edge."

Hamilton said the UK's absence from the Radio Lions shortlist could be indicative of agencies’ preference for the "excitement of tech-based gimmickry" in TV and digital over radio.

Agencies' apathy for the awards may also have been a factor, Hamilton observed.

Although the 47 entries from the UK was slightly up on last year's numbers, it lagged severely behind South Africa's 133 and the US's 115.