Interrogating the Creative Brief

16 Jun

When a radio advertising  brief arrives, every writer looks for clues, nuggets of information, little handles on which to hang his scripts.

It might be a detail, such as a superior service or a product feature, that sets your company apart from the opposition. It might be a genuine USP which takes the writer into new territory.

Sometimes, however, the message seems to be identical to its competitors, so radio has to do what other media have traditionally done as a matter of course: create a brand personality. One that reflects the attributes of the brand, creating an affinity between the company or product and its consumer. A brand personality that resonates with your target audience to the extent that they prefer your product to any other in the market.

Creating a brand personality sounds entirely problematic for radio until you turn the equation on its head with one simple question. What is my brand’s tone of voice?

And all of a sudden its very very easy to see how radio can deliver a brand personality.

So throw down the gauntlet. Radio Experts, for one, will be more than happy to pick it up.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency.


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