LONDON - In the wake of its merger with fellow trade body the Commercial Radio Companies Association, Britain's Radio Advertising Bureau plans to offer creative services and tracking studies to individual advertisers.
    The new services will be broadly split into three areas: creative production, tracking studies and cross-group branded content briefs.
    Claims RAB operations director Mike O'Brien: "Agencies have said creative couldn't be cracked, and we are removing the barriers to using radio."