Gearing up for radio

The author has some advice for everyone in the agency - media planners, account planners, account managers as well as creatives - on how to use the radio medium.

Gearing up for radio

How advertising agencies should be using the radio medium

Jerry Fielder

The author has some advice for everyone in the agency - media planners, account planers, account managers as well as creatives - on how to use the radio medium. He stresses the importance of corporate attitudes: the 'give-it-to-the-juniors' mentality must stop. Ultimately it is up to the most experienced writers in an agency to take real responsibility for radio output, learn and articulate the language and understand its unique intimacy.

THE FACT THAT commercial radio in the UK carries historical negative baggage - be it...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands