“Television contracts the imagination and radio expands it.”
Sir Terry Wogan
What no-one seems to be able to accurately converse about (without feeling awkward), is that radio advertising is still viewed as the second class citizen, when it comes to media. However, a lot of that perception probably has to do with the unique differences regarding respective platforms. For example, television is something to be watched whereas radio is more about participation, particularly as it stimulates the imagination and natural word association too.
There is huge scope for success in radio, it just requires a new perspective on presentation (to keep up with the trends) and, a reasonable amount of respect for the unique structure of audio-only. In the
How To Make a Hit
Marmite focused on a culture reference (Monday blues) and offered well-timed comedy too. The irony of offering Marmite fans ‘a support line’ for
- Clever Cultural References
- A Good Concept & Scriptand
- A Great Voiceover Artist
Jingles & Imaging
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