A few weeks ago, Steve Martin, a radio veteran from the BBC, who also drives the Earshot Creative blog and podcast, invited me to join fellow radio-heads, Simon Rushton (Kenya-based radio advertising consultant) and Tim Johns (BBC Radio Lincolnshire producer), in a podcast for the Earshot Creative Review. Aided by wi-fi connectivity and the saving grace of post-production amid the last lap of summer in London, Steve got us talking about radio creatives in our respective radio markets, radio work that inspired us and the balancing act between clever advertising and effective creatives.One of the creatives showcased here was an award-winning campaign I'd done in 2008 for Unilever's Close Up, which involved integrating the brand into the station's programming run. This was done in the form of blinks, show pre-sells and top of the hour sweeps, by weaving a brief hook of the Close Up jingle and the campaign premise of 'come closer' into slickly produced IDs peppered across targeted day-parts.
Brand integration on radio is always a tricky turf to play on. The client wanted to go beyond the realm of commercial airplay, while I had to ensure not diluting the listener experience and corrupting it with a brand force-feed. The result was a well-played out radio campaign which won the agency a nod for the most effective use of radio by a brand.
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