Radio as a brand … from medium to hot!

Commercial Radio Australia is the peak industry body representing over 250 commercial radio stations throughout Australia.

Radio as a Brand . . . From Medium to Hot!

Steve James Commercial Radio Australia, Australia

INTRODUCTION

Globally, radio faces the obstacle of low priority or insufficient focus given to the medium at advertising agency level. Too often radio is seen as the 'second' or 'third' choice in the media mix. Commercial Radio Australia has set out to raise awareness of radio's worth as a branding medium.

The research design outlined in this paper and implemented for this project is innovative as is the strategy and execution of the campaign. There are a number of facets to this...

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