Regional Radio Forum chairman aims to create 'collaborative unit'
The Regional Radio Forum, made up of representatives from BAUER, Global, GMG, UTV, Absolute & FRS has relaunched in a bid to drive radio sales outside the capital and challenge for market share.
At a breakfast meeting with North West agencies and radio bosses, chairman Michael MacIntyre invited companies to work with RRF to form a “collaborative unit” to drive regional radio forward.
MacIntyre, who is sales director at GMG Radio, said he wanted RRF to “push commercial boundaries” in radio whilst offering firms training programmes and bespoke online tools to help grow new business pitches. MacIntyre wants to recruit regional members who will work within the RRF committee to boost activity.
Originally set up over a decade ago, the forum has reconvened with the objective of bolstering static levels of radio spend.
MacIntyre revealed how the RRF will develop pitches as a collective group to promote the benefit of using radio within full media campaigns. He rejected claims that the collective pitching would lead to conflicts of interest, stating there was “no hidden agenda” and that working together was necessary to develop campaigns that can integrate with other disciplines.
The RRF will work more closely with the Radio Advertising Bureau (RAB) and develop showcase events, awards and industry discussions as well as augment new communications and social media strategies of their own to promote the body. Beginning in the North, the RRF plans to launch in new UK regions in the coming year.
McIntyre concluded: “Our aim is simple, to drive radio share in the regions. At a time when return on investment is key for businesses, we want radio to be seen as the key channel for delivering measurable results and memorable campaigns.”