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Radio Adds Bite for RAB

The Radio Advertising Bureau will this week launch a new radio advertising campaign targeting advertisers and media buyers highlighting the benefits of using the medium.

It is the first radio campaign the RAB has run since its relaunch last year and will feature the new strap line “Radio Adds Bite” promoting what the medium does best. The campaign is part of the trade marketing body's drive to demonstrate how radio improves the effectiveness of media ad spend.

Three adverts, each running for 40 seconds, have been written by creative agency Hooper Galton and produced by Nick Angell of Angell Sound.

Simon Redican, managing director of the RAB said: “We’re using radio to demonstrate the power of radio. The campaign will run nationally across the majority of Commercial Radio stations targeting key advertising decision makers.” Redican added, “When radio is used as part of an overall marketing mix, it really does add bite.”

The campaign will be launched to over 200 media buyers and planners at the inaugural Radio Advertising Awards tomorrow at the Four Seasons Hotel. The adverts will start running nationally across the commercial radio network from this Friday.

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