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Thirty Years in Your Ears – Celebrating 30 Years of Radio Creativity

Author: Madison Wright, Associate Producer, Radio Mercury Awards

Since their inception, the Radio Mercury Awards have honored the best in radio creative and have brought together agencies, productions companies, advertisers and radio broadcasters, all to celebrate radio.

On Wednesday, November 17, the awards, produced by RAB, brought the celebration event to wherever viewers were watching – at home, in their offices, with family or with colleagues, all to celebrate the power of radio and the future of audio creative.

Here are four key takeaways from this year’s awards:

  • Radio and audio continue to be front and center in an advertisers’ media mix. The robust number of entries this year exceeding the previous few years reflects this trend.
  • The caliber of work submitted in this year’s competition so engaged and engrossed the final round jury that it took nearly two full days to deliberate and determine the winning work. Thus, showing that the art of radio creative continues to grow and evolve.
  • As reflected in 2020 and again in 2021, the finalists and winning work specifically produced in the Creative Spot for a Cause: Agency/Production Company/Advertiser, Creative Spot for a Cause: Radio Station or Group and Purpose-Driven Spot or Campaign categories reflect radio’s ability to communicate important and meaningful messaging to and with its listeners and the role it plays in local communities.
  • Audio creative continues to innovate and leverage core attributes including driving emotion, the use of sonic branding and shows how radio goes beyond the dial.

2021 celebrates the 15 winners and is now woven into the rich history of the Radio Mercury Awards. Want to hear more? We encourage you watch the full, encore viewing of the show here.

Alejandro Ortiz, executive creative director, Campbell Ewald Detroit/NY, will be serving as the 2022 Radio Mercury Awards chief judge.

“I’m super excited, I have a lot of history with these awards… this is an amazing festival and the quality of work that comes in every year is incredible. I am really looking forward to seeing what everyone comes with.”

Stay tuned for more information regarding 2022 Call for Entry. Want to stay ahead of the curve? Be sure to subscribe to the Radio Mercury Awards mailing list here.

Tradition is Valued by Auto Buyers

Author: Annette Malave, SVP/Insights, RAB

Before the pandemic, traditional aspects of the auto purchase were changing. People were considering subscription auto plans versus ownership. Vehicle options were also shifting. COVID-19 changed all that.

Traditional vehicle ownership is still considered to be the most convenient, practical and flexible by consumers. When it comes to audio entertainment, traditional sources are important.

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Radio Delivers for Furniture and Appliances

Author: Annette Malave, SVP/Insights, RAB

There’s nothing more thrilling for some than shopping for a new sofa, bedroom set, stove or refrigerator. It is so important to find the that one item that is just what you are just looking for or to quote the fairytale, the one that is “just right.” Looking for that “just right” item isn’t as easy today.

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Radio Sells Silver and Gold

Author: Annette Malave, SVP/Insights, RAB

Although some adults have already started their holiday shopping, there are some that will wait for the right time to purchase something new and shiny – for themselves or as a gift. The new and shiny isn’t a car, it’s jewelry.

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Radio – A Safe Bet for Gaming

Author: Annette Malave, SVP/Insights, RAB

With lockdowns in place during 2020, Americans hungered for the thrill of the game and the luck of the draw as sporting events and casinos shuttered. People turned to gaming and event alternatives, all online – prompting a surge in participation well into 2021.

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Radio Upfronts: 4 Powerful Ways to Maximize Your Sales

Contributor: Stu Jacobs, President, Mr. Master

While TV’s upfronts season traditionally takes place in May, the radio industry’s upfronts season takes place in September and into October. Upfronts are a chance for radio – on a national, regional, or local level – to secure business for the duration of the following calendar year. This benefits radio by securing committed ad dollars well in advance. It also benefits advertisers by allowing them to see what new shows, content or event opportunities a cluster, station, radio group, or network has planned for the upcoming year. In addition, upfronts allow brands and agencies to strategically plan their advertising dollars, book ads at scale, access premium inventory and secure efficient pricing. It’s a win-win opportunity for all.

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