August 12th, 2010
Once again the media industry turns to Radio Experts for expert comment on all things radio. Click here to listen to our Managing Partner, Tim Cowland speaking to Peter Allen, Aasmah Mir and Radio 5′s near 7 million weekly listeners.
The subject was an anti terrorism radio campaign and it appeared on the afternoon drivetime show (5 Live Drive). As you can hear, Tim didn’t pull any punches as he fought the corner for the commercial radio industry.
Well done Tim!
Posted by Tam McGregor, Marketing Co-ordinator at Radio Experts, a London based specialist radio advertising agency. office@radioexperts.co.uk
Tags: BBC, Radio Advertising, Radio Experts, Tim Cowland
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August 10th, 2010
You know the situation. You get a selection of scripts from Radio Experts. Which one, if any, do you choose? Which one is right for the brief you gave and the objectives you have?
Believe me it’s not easy and I’ve been writing commercials for radio for a very long time.
So you read them through. Do any of them make you sit up? Do any of them make the hairs on the back of your neck stand on end – no, seriously?
Or are they derivative, dull, or trying desperately to be either witty or clever?
The first point is: never run with an ad you are not happy with and you are not prepared to justify to others in your company.
The second point is: is the script you feel most comfortable with as good as it could be? Could it be tweaked or worked on some more. The probable answer is yes.
The third point is: if you have doubts and someone says it’s ‘all in the production‘, press them because although there may be some truth in that claim, good radio adverts start with a good script.
The fourth points is: forge a relationship with the creative people writing for your company or brand. Get them to understand you and your brand better, get them involved in your marketing so they can better see what it is you’re trying to achieve as a whole.
Now read the scripts through again. Do any of the scripts still stand out? Not sure. Then maybe sleep on it. Or ask questions. Work with the creatives to squeeze every last drop out of the idea and achieve true radio excellence. Because excellence is what you deserve every time.
And it’s what Radio Experts aim to deliver. Every time.
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
Tags: Radio Ads, Radio Adverts, Radio Experts, Radio Specialist
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July 29th, 2010
We’d all like to have our own radio station. So technologies like Spotify , Last FM, We7 Radio and others all allow you to access this world of Radio On Demand.
And just as we would all like to have our own unique radio station, so it is that every client would like to have radio commercials that are unique to his company and his brand.
Commercials he can call his own.
Which brings us back to Radio Experts, whose experience and expertise has helped clients across a wide range of disciplines: estate agents; tourism and travel; house developers ; private health insurance.
Clients who benefit from innovative planning, precision air time buying and stimulating creative.
Clients who demand to use a specialist and therefore expect the best.
Radio Experts has the client list and the testimonials to back up its specialist credentials.
Ask to see them. Even better give Radio Experts a brief.
Once you’re tuned to Radio Experts, you’re locked onto the best show in town!
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
Tags: last.fm, Radio Advertising, radio advertising agency, Radio Commercials, Radio Experts, Radio On Demand, Spotify, We7
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July 22nd, 2010
Before TV, radio was an all – powerful medium. Sir Winston Churchill used it to bolster Britain’s morale to help win the Second World War.
His eloquence has never been equalled in 70 years. Why?
Well a 30 second radio commercial leaves little time for eloquence. But that’s no excuse for not trying. I don’t mean using flowery and high falutin’ language as favoured by Churchill.
I mean putting the case for your product forcefully, each word carefully chosen. Choosing words that will get the desired response from your target audience, both emotional and practical.
It is said that Churchill re-wrote and re-phrased his famous wartime speeches many times and that before delivering them he rehearsed in front of a mirror!
Ask your creative agency to work and re-work a script, to re-write and re-phrase until you feel comfortable that what you’re signing off is saying exactly what you want to say to get exactly the response you want from your audience.
I had a client once who, if he thought I was getting a little complacent or a little slap dash , would take my proffered scripts and scrawl across them : CALL YOURSELF CREATIVE?
There’s no greater put down for a writer than that.
Try it sometime. Hopefully you’ll never need to do it with Radio Experts !
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
Tags: radio advertising agency, radio commercial, Radio Experts, Sir Winston Churchill
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