Radio Direct Response: Direct Response Radio Advertising Agency | Blog Zone

Tucked away in a creative corner of Radio Direct Response is RDR Promotions, the radio promotions division of our agency. For years, we’ve been creating exciting, foreground radio promotions on top stations and networks across the country for clients like Food Network, Sony Music and Jones Apparel Group.

Then, about four years ago, we accidentally started working with outside advertising agencies on behalf of their clients. Now clients of ours today, these agencies range in size from huge international to mid-sized, but incredibly industry-specific.

Either we met with a brand that politely said, “talk to our agency,” or we worked directly with a brand and were told to communicate with their creative and/or media planning AOR to make sure we were all on the same page. To our surprise and delight, this often led us to getting hired by the agency for other clients of theirs.

In both cases, the agencies decided that it was in their clients’ best interest to hire RDR Promotions to do what they were not capable of doing themselves – create radio promotions that generate an excellent ROI and break through the clutter.

Sadly, there are still many agencies that see a company like RDR as a threat to their client relationship and not a friendly, specialized addition to their team; a “partner” or a “vendor” that can take $1 and turn it into $4 or $5 in media exposure.

RDR Promotions knows that the lead agency is the “keeper of the brand” and whatever they say goes.

So, to the agencies, I’d like to say that we are here to make your job easier and ensure that your client knows you are using every resource the budget allows to generate the results they need. To the brands I’d like to say, if you have a designated person who can be our day-to-day during a campaign, contact us directly. Or, call us in to meet with you and your agency to see if we fit in with your current team. You never know. This can be the start of a beautiful relationship.

Barbra Tabnick, Senior Account Manager

This entry was posted on Monday, January 21st, 2008 at 10:39 am and is filed under Barbra Tabnick. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.