Real Radio hosts creative seminar
Clients and agencies should reconsider radio as a three-dimensional space when creating ads to maximise their message, a 75-strong audience were told at a Real Radio organised seminar on creativity in radio this week.
Diarmid Moncrieff, former creative development manager at Capital Advertising, warned that too many ad campaigns were focusing on voice-led, music-led or special effects-led scripts when in reality a combination of all three was more effective. “Think of radio as a 3D space made up of three channels,” he said. “As long as you have one piece of music, one piece of voice and a special effect, the brain can handle that. If you’re only using one element such as voice, you’re only using one channel.”
Moncrieff also warned that advertisers were relying less on the USP of products. “It’s not just about having a unique product or service,” he said. “In advertising, what’s becoming more important is not the uniqueness but the emotional positioning.”