Radiocentre has made its mark on the Media Week Awards shortlist, receiving two nominations in the Trade Body Research category.
The projects Strike a Chord: how music enhances brand communication and Persuade and Protect: helping regulators improve advertising Ts&Cs are up against entries from Newsworks and Outsmart.
Launched last October, Strike a Chord sought to understand specifically how music communicates for advertisers. By demonstrating how music – when used consistently – can improve the effectiveness of brand advertising, Strike a Chord has helped to push radio up the strategic agenda, underpinning long-term revenue growth.
Persuade and Protect sought to address the challenges of lengthy financial Ts&Cs, which have a disproportionately negative impact on radio. Radiocentre is running a proactive lobbying campaign to reduce overcomplicated terms and conditions in advertising, and improve the listener experience. By quantifying how ineffective current warnings are and demonstrating how listener recall of important information increases when Ts&Cs are shorter and more focused, this research has led to the relaxation of existing rules.
Last year, Radiocentre won Silver in the same category for the research project Audio Now and hopes to build on its success. Planning Director Mark Barber said: “We’re delighted that these two projects have been shortlisted in a highly competitive category. The ultimate measure of success for us is that they support our members’ profitability.”
The awards are giving out at an evening event at Grosvenor House, London, on Thursday 20th October.