RAB - RadioWorks 2014: Radio as a brand builder
Creating brave new radio advertising
"Bullied into restrictive durations, and rushed production timelines, marketers have become accustomed to creating far too much generic and boring communication on radio. Advertising on this medium needs to evolve if it is going to remain relevant in a digital world where engaging content is king". This is the view of FCB South Africa ECD, Jonathan Deeb who explores the role that communication plays in peoples' lives and how advertisers need to evolve their content accordingly
