RadioGuruPdx

Radio Creative Summit in New York

The Radio Creative Summit

A Creative Summit with some of advertising's top movers and shakers was held in New York on April 30th. The purpose of the summit was to generate ideas about how to stimulate a new era in radio advertising creativity.

Participants included:

Bill Bruce, BBDO New York

Pete Favat, Arnold Worldwide

David Fowler, Ogilvy & Mather

Ronny Northrup, Goodby, Silverstein & Partners

Mark Gross, DDB Chicago

Mike Hughes, The Martin Agency

Lance Jensen, Modernista!

José Mollá, la comunidad

Mark Nardi, Hill | Holliday

Bob Scarpelli, DDB Worldwide

Mike Shine, Butler, Shine, & Stern Partners

Joyce King Thomas, McCann Erickson

Bill Wright, Crispin Porter + Bogusky

Participants Heard Here

"Radio ... It's actually the centerpiece of the campaign."

"The digital mania has so swamped consideration ... so that now it would be ... imaginative for a client to say 'let's make radio the centerpiece'."

"We won a pitch with the idea of using radio. Let's challenge the ourselves to look at the medium fresh and new and see what we do."

"The creative community is really missing the opportunity that radio represents. I challenge the community to really open their minds because radio is really a great, great way to express ideas with no limitations."

"Radio is a fantastic medium that is underleveraged."

"Great radio is unforgettable ... I'm going to go to my office right now to write some radio."

What the heck is the Portable People Meter?

 

The PPM is a passive, electronic measurement system that is replacing Arbitron's diary-based ratings in the top 50 radio markets. Designed to automatically detect radio signals wherever a listener may be – in the car, at home, or at work – PPM offers you a wider range and better quality of information about how and when consumers listen to the radio.

 

PPM Advantages

 

PPM offers a number of advantages including:

 

Greater Reliability – With PPM data is more stable from survey to survey so advertisers can be more confident that the differences among surveys are the result of changes in listening.

 

Enhanced Credibility – Because PPM is passive and electronic, listeners don't need to remember what they were listening to. They simply need to take PPM with them and allow technology to do the rest. PPM automatically detects the stations to which listeners are exposed, stores the information and send s it back to Arbitron each night.

 

More Timely Results – PPM data is refreshed each month, so advertisers can get a faster read on changes in the market and they don't have to wait several months to know whether their schedule delivered what they expected.

 

(Source – Arbitron 2008)

Thanks: http://www.psrba.org

A True Story: Weston Kia & Radio