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Clear Channel Launches New Creative Resource Group
Clear Channel Radio has announced the formation of the Clear Channel Radio Creative Resource Group, designed to improve the overall quality and effectiveness of radio commercials on a local, regional, and national level.
Clear Channel Radio CEO John Hogan says the group “will be a resource to advertising agencies and local stations, assisting them in creating engaging and memorable radio ads, offering creative coaching, online toolkits and ongoing direction in the creation, writing and production of compelling ad spots.” The group will also conduct comprehensive training of Clear Channel Radio sales reps and managers to “ensure that sales and creative staffers are indispensable resources in the quest for more compelling content.”
Hogan said that this is the second step in the company’s “less is more” initiative to reduce promotional clutter and ads running on Clear Channel stations, which was announced earlier this year.
"Reducing the number of ads and promotional clutter is only part of the answer," Hogan said. “We, as an industry, must also do a better job of using the power of our medium to engage and enchant listeners with better creative.”
Leading the group, which will focus initially on training local station staffs, will be radio-industry creative veteran Jim Cook, who will serve in the newly created position of senior vice president, creative services. Also involved in the project is the creative team at Dick Orkin’s Radio Ranch, Roy Williams’ Wizards of Ads group, and marketing guru Jack Trout, co-author of The 22 Immutable Laws of Marketing.
"Individually these professionals are the most creative and talented minds in marketing," said Hogan. "And together they form what can only be considered a dream team."
"We are taking a stewardship role in radio advertising and our main objective is to serve our local radio stations’ commercial needs in the ‘less is more’ environment," observed Jim Cook. “Thirty-second spots will be more effective because we will focus on single messages, rather than competing against ourselves in-spot with multiple messages. The results should be more effective spots for advertisers."
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