Best Practice Guidelines
If you’re exploring radio Branded Integration for your brand, the best place to start is by speaking to the specialist teams within each of the radio groups (names and contact details are featured at the bottom of this page). As the flow chart suggests, these teams will take your brief and shepherd it through the system, involving programmers and presenters in the development of your branded content idea. If enough time is allowed in the process, they will co-ordinate the development of example scripts and audio illustrations.
What makes a great radio branded content brief?Your brief should provide rich context and clear direction to help inspire great ideas but allow plenty of room for creative development. Ideally your brief should possess the following characteristics:
Keep the brief clear and concise and avoid unnecessary marketing speak/jargon. Try to limit information to that which is relevant to or will help in the development of the radio branded content idea. Allow room in the brief for the radio groups to develop ideas.
Ensure that the brief is very clear about the marketing challenge that the radio branded content needs to address, and how this relates to other marketing activity.
Allow enough time for the station groups to consider the brief and develop ideas before responding. In general, a time frame of two weeks between brief and response should be enough to allow the station to involve the right people in the development process.
There are five basic rules to creating effective radio branded content:
- Start with a challenge, not a solution
- Have a clear brand goal to aim for
- Brief station groups early (ideally allow 2 weeks between brief and response)
- Involve all key stakeholders (station, agency and client) in the development process
- Set up a relevant evaluation process
A good start place is to use the RAB all-industry radio branded content briefing form. This has been developed with the specific purpose of ensuring that the most useful information is presented to the radio groups.
Briefing form .word or Briefing form .pdf
Radio brand Integration teams - contact details
|GMG Radio Sales |
|John Walker ||Head of S & P ||0845 050 1004 ||Email |
|Laura Botton ||Sponsorship Account Director ||020 7959 7900 ||Email Laura Botton |
|Global Radio Sales |
|Jennie Stubbs ||Sponsorship & Promotions ||020 7465 1033 ||email Jennie Stubbs |
|Bauer Media |
|Steve Taylor ||Creative Commercial Director ||020 7295 5011 ||Email |
|First Radio |
|Jonathan Jacob ||S & P Manager ||0207 9602 971 ||Email |
|UBC Media Group |
|John Quinn ||Commercial Director ||020 7453 1600 ||Email |
|Absolute Radio |
|Louise Reeves ||Head of Sponsorship ||020 7432 3397 ||Email |
|Katherine Knapp ||Head of Promotions ||020 7432 3314 ||Email |
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