Do Creatives actually listen to radio? If yes, then what do they listen to?
If they don't, then why the hell not?
If they can't stand (ironically) to be listening to commercial radio, then they may be surprised at how stations such as BBC Radio 3 & 4, and more recently, Channel 4 Radio, can influence them creatively. There is a whole load of techniques and talent on show for them to gather inspiration from, whilst you also gain understanding in to what works and what doesn't work on the medium.
I'm still surprised at the amount of radio scripts coming through that mention and actor "looking away" or "looking shocked" etc!
As advertisers, you need to know your audience. But you also need to know your medium. Radio isn't as obvious as TV, but that's the beauty of it. It takes intelligence and true creativity to make good radio. Listen, learn and ultimately challenge yoursleves and the audience.
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