Turning our attention now to the most awarded campaign this year – rather the brains behind it - Net#work BBDO duo Jenny Glover and Brent Singer who have two Cannes and one Loerie Lion Radio Grand Prix between them, give us their Top 10 Tips for writing award winning radio…
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When it comes to writing great radio, it’s incredibly old school. Start with a great idea. Ask yourself; what’s the brand, what’s the brief, what’s the insight?
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Find your voice, know what your strengths are and work from what you’re good at.
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Spend time crafting the idea. No one writes a book and then publishes it in one day. It’s a process.
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Quick-fire doesn’t always do it. Let ideas simmer. You need time to get through the initial burst of bad ideas.
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KISS – that’s Keep It Simple, Stupid, by sticking to your own personality. It’ll make your writing and idea generation that much easier.
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There’s a big lesson here; to write great radio, you need to read more and write more.
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Position yourself under great copywriters in South Africa and learn from them.
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Make clients understand the creative process. Help them to step out of their own shoes and into their target market’s shoes.
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Have a culture within the agency that recognises that great ideas take time.
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Finally, when you get down to recording voices, make sure you listen, take a break, edit, listen, get others to listen – basically, craft slowly. That’s the secret to doing anything well.
Extra Extra!!!
Now famous for producing bar-raising work, Net#work BBDO’s Jenny and Brent talk the ‘narrative style’ and other great ideas for coming up with award-winning ads… Check out exclusive video interview here!
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