The Radio Advertising Bureau (RAB) is launching a £1m creative challenge, which will see Commercial Radio collectively offering up to £1m worth of radio airtime to two lucky advertisers.
The challenge will feature as part of the Radio Advertising Awards taking place later this year with advertisers being invited to submit a creative for a new radio advert with £500,000 of airtime across the commercial radio network up for grabs.
The RAB is also supporting existing radio supporters with a £500,000 airtime pot available for the best existing radio ad. In addition, £20,000 will be awarded to each creative team that wins the creative challenge.
The awards will be split into 3 categories: effectiveness, to reward effective media planning for radio; creativity, to reward the best practice creativity, including the all new £1m creative challenge; the grand prix, rewarding the most outstanding overall entry and the most outstanding media agency.
Said Simon Redican, managing director of the Radio Advertising Bureau: “We’re really excited about the introduction of the creative challenge which is looking to inspire great radio advertising; not only does the client benefit from huge exposure reaching over 31.5 million adults a week, but each winning creative team also walks away with £20,000.”