The RAB’s Five I’s research into radio creative effectiveness is a stunning example of how to turn ‘Art into Science‘. In fact, with radio creative everyone has their own opinions about how to make great ads. And that’s fine. With something as precious and subjective as human creativity, there will always be different ways and different philosophies. After all being different is always a factor in good radio creative.
But no matter which school of thought you subscribe to, one thing is definitively true:
If you don’t start by knowing how to take a brilliant radio brief, you won’t end up creating a brilliant radio campaign.
That’s why Radio Experts have developed the most sophisticated Radio Briefing System in the market. It has been developed over many years and refined so that, whatever the type of business, our writing team extract the essence / ROI denominator / boring details all in one effortless process. Different brands and marketing challenges all actually require different types of brief, so Radio Experts have a Briefing System, not just a ‘one brief fits all’ approach.
Getting a brilliant brief doesn’t take more time – it just requires some serious Radio Experts TLC.
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert
Tim Cowland Radio Expert 
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