On The Spot | The RAB’s Campaign for Braver Radio



The RAB (Radio Advertising Bureau) is a non-profit organization that works to move radio up on the advertising agenda through guiding advertisers towards more effective and creative use of the medium. Concerned with the current state of radio advertising and what it’s doing to people – as demonstrated above by FoxP2 ECD and Creative Circle Chairman Justin Gomes – RAB have launched a campaign called ‘On the Spot’ to challenge SA ad agencies to up their radio game. They say, “When it comes to radio we follow the same old boring formula . But what if we could change the way people see radio? Why can’t radio be a platform for great branded content that people want to listen to? Content that enchants, engages, educates, entertains, sells? Why can’t radio lead the campaign instead of support it? We believe it’s radio’s turn to break the rules wide open to create real, personal experiences in people’s lives.”


And so, starting today RAB are briefing ten top creative agencies in SA to create ground-breaking radio content for their bravest client.  (Step 1)


Step 2: Each agency must approve one concept to be piloted during the week of the 24th of March. Together with Sonovision and Uber, the teams will be transported to their pilot sessions.

Step 3: The piloted spots will then be judged by a select group of the industry’s hardest hitters who will offer advice to each team. Judges will choose the top 5 spots going forward.

Step 4: The 5 best ideas will be finally recorded and showcased, flighted and entered into Loeries, setting a new benchmark in radio. The overall winner will be announced by end of April 2014.




The ten participating agencies are:

FoxP2 Cape Town
Ogilvy Johannesburg
Lowe Bull Cape Town
King James II
Black River FC
Ireland Davenport
Net#work BBDO
DraftFCB Johannesburg
Joe Public
Y&R Johannesburg


Follow @RABSouthAfrica for news.


More about the campaign.

More about RAB.


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