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God knows how many hours they'd sweated over the pitch. My company had asked three of the UK's biggest agencies to respond to the brief and they were second in line. The first guys had rolled out some Hollywood style TV idea. Not going to happen. But these guys were different. They had a great idea. A radio idea. And we waited, hushed, with breath bated. The head of creative was ready to read us the script.
Now radio is a notoriously tough medium. Anyone that wins a creative award for radio deserves to drown in expensive champagne. For a medium that screams "one day sale", difficult brand messages are notoriously hard. Words need to be lovingly crafted into 30 beautiful seconds, lasting messages imparted and stories quickly told.
So to all Advertising agency heads, here's the hot tip. If your brilliant head of creative has the genetic misfortune to speak like Rocky after a night on the tiles, hire an actor to read that script.
Now radio is a notoriously tough medium. Anyone that wins a creative award for radio deserves to drown in expensive champagne. For a medium that screams "one day sale", difficult brand messages are notoriously hard. Words need to be lovingly crafted into 30 beautiful seconds, lasting messages imparted and stories quickly told.
So to all Advertising agency heads, here's the hot tip. If your brilliant head of creative has the genetic misfortune to speak like Rocky after a night on the tiles, hire an actor to read that script.
Oh, and tell him not to chew gum when he's reading...
"Next!"
