Stronger waves with radio

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Rewatch the presentation of Peter Ampe, Chief Creative Officer of AKQA Brussels

Peter Ampe, Chief Creative Officer of the award-winning creative agency AKQA Brussels wants to make a case for “radio “making stonger waves” and convince you of the possibilities of audio advertising in general, and radio advertising in particular.

Key Takeaways

Make Audio Innovations Part of Radio

• Transform one of the oldest mediums into one of the newest by reimagining radio as audio.
• Incorporate AI, consider headphone users, create 360° experiences, explore ASMR, and integrate podcast content. These trends shouldn’t be limited to audio alone, they should become integral to radio.

Treat Radio Like You Would Treat Any Other Medium.

• Demand a proper briefing.
• Start with the concept, not the dialogue.
• Don’t manage everything by mail
• Don’t forget clients judge the result on a Dell computer.
• Use radio for brand building. In Belgium only 5% of radio commercials are used for brand building.
• A tip for creatives: stay in the studio until the project is complete, rather than leaving with the actors.

Leverage Radio’s Unique Advantages

• An actor you cannot get before the camera, you might get before a microphone.
• Try out different scripts in studio – something that is challenging for video productions.
• You can talk like real people, it resonates more, because it sounds more relatable
• Have everyone singing or humming your commercial or sonic branding by the end of the day
• You have no budget limits, only the limits of our imagination.

After the presentation, the 3de SONIQ SWEET SPOT of 2024 was awarded to PEVR (FR) and Immoscoopman (NL). You can rewatch this here https://thinkvia.be/soniq/