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What Advertisers Want From Radio


Radio needs, and deserves, a larger piece of the advertising pie -- everybody understands that. But where will that new money come from? Does radio need to reposition itself in the advertising marketplace? How can it compete effectively in a multi-platform world? At Radio Ink's Forecast, set for November 20 in New York, Greater Media chief Peter Smyth gets up close and personal in a frank and sure to be fascinating discussion with Fran Kelly -- vice chairman of Arnold Worldwide and  one of the country's leading ad agency executives.
Smyth said, ""I look forward to having an important and candid conversation with Arnold Worldwide Vice Chairman Fran Kelly as we discuss how the radio industry can best work together with advertising agencies to develop successful branding and marketing partnership opportunities for clients in the future." Among the topics on the table: what works,  what doesn't, and what it will take in 2014 to earn business and those crucial marketing partnership opportunities.

Kelly said, "As a 35-year veteran of the advertising industry, I look forward to discussing the role radio plays in our business building campaigns today, where we see radio spending going in the next few years, and some thought starters on where radio might go to play an even more important role for marketers in the future."


Peter H. Smyth is Chairman and CEO of Greater Media Inc., overseeing the operations of 21 AM and FM radio stations in Boston, Charlotte, Detroit, Philadelphia, and New Jersey; a group of weekly newspapers in central New Jersey; and several telecommunications towers throughout the United States. Smyth began his career in broadcasting in 1977, as an AE with WROR-FM in Boston. He was quickly promoted to GSM, and in 1983 RKO General, the parent company of WROR, recruited him to serve as GSM of its New York stations. Smyth joined Greater Media in 1986 and has served in a variety of capacities within the company, including GM of WMJX-FM in Boston, vice president of the Radio Group, and COO of Greater Media Inc. Smyth has helped revolutionize the broadcasting industry by advocating for and adopting new technologies such as HD Radio and Internet streaming, and by developing and incorporating innovative content to improve media communications and meet the emerging demands of the industry and its advertisers.

Fran Kelly is vice chairman of Arnold Worldwide and a 35-year veteran in the field of branding, advertising, and integrated marketing communications. He began his career in marketing on Madison Avenue in 1978 at Young & Rubicam. In 1983, he joined Humphrey Browning MacDougall and in 1989, joined Leonard Monahan in Providence, RI. Over five years, he helped the agency attract and win over a dozen high-profile new accounts while also winning numerous prestigious regional and national creative awards. In January of 1994, Kelly joined Arnold as chief marketing officer, and helped develop the famous “Drivers wanted” campaign for VW. Kelly became president of Arnold in 2002, was named CEO in early 2006, and became vice chairman in 2010.

Click here for the complete Forecast 2014 agenda.
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