One of the more difficult commercials to write for radio is the product ‘demonstration.’ It has long been the stock in trade for TV advertising: “My product is superior and let me show you why.” Yet radio should not be shy over this – what is required is the extra 20% of thought and craft… Read More


The cult of celebrity, of course, has always been with us. From Cleopatra to Henry VIII, from Rasputin to David Beckham. The question is:  does a celebrity voice add value to your company or brand’s  radio advertising? If so, is the celebrity voice worth the additional cost? All of this then leads to the bigger… Read More


A BBC News team visited us last week to get the Radio Experts Opinion on their strategy, click play below to see a clip of Tim Cowland talking through the subject with the BBC’s Sam Naz. [See post to watch Flash video] For more information on the changes at the BBC and how they affect… Read More