Yes, there are rules for choosing the right creative, at least there are here at The Radio Agency. In my role as Senior Account Manager, I am the middle man in this process. On the one side is the client, who knows what they want (or at least
they think they do). On the other side is the creative team, which is always right (didn’t you know that?). I am the juggler who keeps all the personalities in the air while maintaining focus on the one thing everyone should be focused on—commercials that sell product!
Many clients want to be the next, “So easy a caveman can do it.” This is possible if they have already invested tens of millions in national advertising and have built up the brand equity. But odds are if they are just venturing into the world of radio advertising that won’t be the case.
Over the years, I’ve worked with two types of creative teams — the ones that want to win awards and the ones that want to sell product, so they live to write another day. At The Radio Agency we live to write another day. To that end, here are the five rules we live by when choosing which creative treatments to present to a client, always keeping in mind — When a listener hears YOUR radio commercial, what is the one thing you would like them to do?
Sure, we’ve won awards and we like to laugh. We like cavemen and jingles that stay in your head all day, snarky announcers and celebrity spokespersons. But they don’t all work every time for every client and it’s our job to know that. The reward comes when clients tell us their radio campaign worked and it’s time to plan the next campaign.
Monica Caraffa is a Senior Account Manager at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com