The&Partnership London has been appointed by Radiocentre, the industry body for UK commercial radio, to create an ambitious and bold campaign to demonstrate the scale of commercial radio and the brand-building opportunities the medium offers to advertisers.
Building on the success of its high-profile 2016 campaign, Radiocentre has briefed The&Partnership London to create a campaign which encourages everyone involved in media decisions to see radio differently and be more ambitious with their use of radio.
Lucy Barrett, Client Director at Radiocentre, said: “Radio is thriving but we want to remind advertisers about the fantastic brand-building qualities the medium can offer. We wanted an agency that could grab headlines and demonstrate great creativity in radio, and The&Partnership does that week in, week out with its clients.”
Sarah Golding, Chief Executive Officer and Partner at The&Partnership London, added: “Radiocentre has kept the investment and the innovative creative thinking flowing into radio for more than a decade. We can’t wait to get started on its next big campaign to get people across the industry excited about this inspiring and highly effective medium.”
Last year Radiocentre announced record-breaking revenues. According to figures released earlier this month, 90% of the adult population tune into radio every week. For the fourth consecutive quarter, commercial radio has recorded a bigger audience than the BBC, with 35.5 million people tuning in weekly.
The&Partnership London recently rebranded from CHI&Partners, underlining its position as the creative centre of The&Partnership’s global network, which last year doubled its revenues and expanded across 17 new European markets, as well as boosting US revenue by 80%. The&Partnership London’s mission is to create big, bold and bionic ideas that bring together creativity, technology and data in new, exciting and effective ways.