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Philippine News

RADIO DAY: HEAR TO STAY

Radio advertising is still a strong and persuasive medium, claimed media and advertising practitioners in a recent joint conference of the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) and The Creative Guild during Radio Day.

Held last May 26 in Makati, the one-day event combined the seminar on harnessing the power of radio and a creative radio commercial production workshop and the awarding of the KBP Radio Ad Awards winners.

In the seminar hosted by KBP, advertisers learned that not only does Radio allow consumers access to music, but it also connects with their emotions. In effect, consumers begin to think with their emotions, said Sandra Puno, Nestlé Philippines senior vice president and director of Communications.

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Nielsen Media Philippines Executive Director Jay Bautista reported 98.5 percent of the country’s population tune in to Radio especially outside the Metro, equivalent to 17.7 hours a week. In terms of reach, it surpasses Television. Sandeep Khanna, head of marketing operations of Nokia, echoed the same thought as he narrated the success of a Christmas campaign that hit target mobile users while in transit.

As a single medium or as part of a media mix, Mediacom Philippines Managing Director Angelito Pangilinan said the flexibility of radio is dependable. He referred to a US Radio Ad Effectiveness Lab (RAEL) 2004 research.  The study used parameters that remain viable even in the Philippine context. It showed Radio as more effective when in tandem with television ads. Along the same lines, Margot Torres, vice president for Marketing of McDonald’s Philippines, considered radio advertising whenever a new product or promo is launched due to consistent favorable results from the medium.

On the creative side, JWT’s ECD Dave Ferrer, a Cannes and recent Clio winner for his radio ads, spoke on the long hard road to creating a low-budget but award-winning ad. He confessed that the Gold Lion-winning Lotus Spa ads took as many as 30 compres, a feat made possible by Hit Production’s near-infinite patience.

Radio talk jock Mojo Jojo shared what radio jocks and listeners considered creative, even if that differed from the agency creatives’. However, all agreed that advertisers and agencies should tailor the ideas and executions to the personality of each radio station. For a mass medium, it turned out thatRadio is very much into niche programming.

A judge in the recent Radio Lions competition in Cannes, Y&R’s ECD Leigh Reyes, focused on the crafting of radio copy instead. She used audio clips from great movies to dramatize exposition, juxtaposition, meter, conversation, poetry and all those concepts that make the spoken word so powerful. She ended with a few pieces of ear candy like Blockheads’ mashed-up performances, which opened the ears—and minds—of the audience to the possibilities of sound.

David Guerrero, president of the Creative Guild and chairman of BBDO Guerreo, capped off the afternoon with lessons he learned as a jury member in Cannes, Pattaya, London, and everywhere else: What judges looked for in great radio ideas. When clarity should come before cleverness (David’s answer: Always). Why entertainment is essential. How to tell which of your potential entries will win (Answer: You can’t). Why you shouldn’t kill yourself if you don’t win, and why you should thank your lucky stars if you do.

By the day’s end, both advertisers and agency people shuffled back to their offices, with enough inspiration to make it through the next quarter.

 

Partner with adobo Magazine

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