Radio – A Time & Place for Everything

Stage 5 of the Commercial Radio Australia brand campaign continues in 2007 with our bumbling reporter, Mark Mitchell pairing up with senior media planner "Ian Mitcham".

The new stage in this campaign “Radio – a time & place for everything”, written by international award-winning creative director of Eardrum Australia, Ralph van Dijk, relies on humour to convey the message that on radio there is a time and a place to advertise absolutely everything.

More importantly it highlights that radio can be used much more effectively by advertisers when they strategically place their commercials depending on what their target is thinking, doing or feeling at the time; and where they may be listening.

Previous ads targeted niche markets like the insurance industry and most recently, used senior executives of major companies to explain why they use radio as part of their advertising mix.

Radio advertising is now being taken very seriously at an international creative level and the industry’s own campaign reflects the great strength of good Australian radio ads. Proof of this is an Australian commercial written for Masterfoods winning the prestigious "Grand Prix" in Cannes during June. Today’s advertising climate is also highly competitive and very cluttered, making it imperative for advertisers to use effective and efficient mediums for their message to get through – radio is often the best answer.

Radio Ads

For more information, please email Briony McLean (Research & Insights Strategist) or call 02 9281 6577.

This data may not be used for, or in association with, any commercial purposes without Commercial Radio Australia’s prior consent.