How would you encourage creatives to ‘See Radio Differently’?

Consider the broader context and other noise that surrounds your spot.

Not just ads, but flavour of the station, time of day, cultural climate, weather or something Trump may have said. It might just add to your ad.

Sometimes radio scripts look good on paper, but end up sounding a bit clumsy.

It’s an easy trap. It’s often worth recording on a phone or whacking it into imovie before you get to the big studio. It might help you refine things – not least getting the timing spot-on.

Try not to make ads with 42” of legals in a 60” spot.

There was one this week. I felt sorry for it.