Is radio’s future as a content marketing platform?
Talking on a panel at RadioCentre’s ‘Tuning In’ conference hosted by Marketing Week’s Ruth Mortimer yesterday (8 July), she said “radio is not often brought to us as an option” so she believes it is incumbent on brands and their agencies to work together to come up with more innovative ways of using the channel.
Also on the panel was JWT creative director Jason Berry who admitted that brands can be “squeamish” about radio but he believes they should rethink the channel and start using it as a content marketing platform.
Referencing JWT client First Direct, he said the brand under indexes Read full story ›
Source: Marketing Week
