1. The best
bits from. . .
This applies also to
agencies. Their
feeling that radio
isn’t “sexy” is
certainly a creative
issue!

2. In this age of visual
communication there are
simply not enough senior
creative people– either
in agencies or at radio
stations - to teach young
copywriters how to
write good radio ads.
In radio stations, the
problem is even more
difficult because
“creative ” is a function
of sales..

3. I cannot stress enough
how important I
believe it is to take
advantage of radio’s
immense emotional
power.
Whether you find
emotions in the
product or brand
itself, the consumers’
feelings connected
with it, expressing
them - no matter how
subtle they are, - will
add richness and
value to your
commercial.
This is a key point,
there is so much
emphasis on ROI
that media
agencies look for
accountability at
all costs.

4. This spot is so much
more than a sale ad.
Yes, it’s about cheap
jeans (one price only!)
but just as important it
demonstrates an under-
standing of how families
work.. Whether you’re
interested in the jeans
or not you get that
Hallensteins cares
about people and maybe
you’ll like them for it.
That’s what Brands are
about!
All the Secrets are
valuable, this one is
MAGIC!. I honestly
believe that if you
incorporate visual
images into your
radio creative
process your spots
will improve.
It is by far the best
way for copywriters
to get out of their
Comfort Zone!

5. Every one of these,
images, visual styles or
forms –plus others—
can have a sound
equivalent
A portrait is a portrait
- whether it is a photo-
graph, sculpture, or - as
in this simple, elegant
commercial– a radio
commercial.
This Austrian campaign
for Radio is very
special because it dem-
onstrates confidence
on the part of the
writer!
He knew that the
surreal images he saw
in his mind could be
described imaginatively,
and make each listener
see her/his personal
elephant, or frog or
cruise ship!
Wonderful stuff.

6. It’s often hard to tell a client
that his commercials would be
more effective if he didn’t
insist on talking about his
business so much!
But the truth is, the more your
ads speak to the consumer’s
needs rather than the client’s,,
the more likely they are to be
effective.
If only this local
commercial were an
isolated example! It’s
so typical of the me!-
me!-me! client shop-
ping- list spots we hear
on every radio station
in the world.
It has nothing to do
with the person that it
is targeting.
This is for sure not one of
the most “creative” spots
in the presentation, but I
am proud of it
It is simple, direct, warm,,
and above all its starting
point was how someone
feels when her PC has a
problem. Thus, 2 secrets:
Find a Feeling! Think
about the Person!

7. This is a Grand Opening
Ad, but where are the
shouted, prices? And does
it talk down to the
audience?
No,, they gently make fun
of themselves and plant the
idea in customers minds
that Bike USA is a cool
place!
This is what local radio
advertising should be about
Chiltern Railways:
Instead of trying
to put multiple
claims into 1 ad, we
did a campaign of
10 second spots. It
was not only aimed
at drivers stuck in
traffic but also
conceived, written
and produced with
their feelings in
mind.
The 10 sec length
was a creative
decision, not a
media imposition!

8. I believe this is an important
point. What counts is not
how beautiful the voice is
but whether it belongs to a
believable person.
Even if your budgets won’t
allow for professional
“actors” it’s worthwhile
taking the time to think
seriously about who you
want to deliver your client’s
message
This local car dealer’s
vanity was at the heart of
this campaign. We wrote
hugely exaggerated
claims with 2 lines of dia-
logue at the end which
made him seem very human.
We hired a Speaker with a
very recognised voice, but
he is actually mocking his
usual delivery and there-
fore becomes a character.
The short scene between
Mr Johnston and his ad
man (me!) was a big
contrast—2 more
characters!

9. This is a “Secret” which could
be applied to any form of
communication. Looking at
your clients products from a
different point of view can
help you arrive at surprising
solutions
Imagine how ordinary -
even awful - this spot
from Argentina for a
discount clothing outlet
could have been without
the different point-of
view, visual image and -
important - without the
warmth and humanity of
the delivery!
I wish I’d done it!
No matter how good the
idea or the writing, if it’s
not well-produced it won’t
achieve its objective.
Remember, commercials
are part of the station’s
sound and bad production is
bad sound.
The usual excuse is lack of
budget, the real reason is often
lack of thinking.

10. Production Passion isn’t
always big budget. We
persuaded the Birming-
ham Symphony Chorus to
sing Brand Names to the
tune of Rule Brittania -
for next to no money.
We recorded them on
location after a re-
hearsal . . .terrific fun.
As I’ve said throughout
the presentation, crea-
tivity is more about
thinking than budget.
I hope you found the
presentation and the
summary useful.
There’s one more
page!

11. Some thoughts on going forward.
Going from that feeling of inspiration at a conference to changing
behaviour back in the real world is usually a big challenge, particularly
when there are long-established habits and patterns.
If you think you could use some help to improve the standard of radio
advertising at your station and/or in your market, here are some ways
I can help:
And to finish,, my all-
time favourite radio
commercial which
reminds me how lucky
I am to be able to
have such fun doing
good
work
that I
love.