The South African advertising industry has long had a reputation for creating powerful radio campaigns, and has earned many international awards over the years. The award-winning work is excellent, but sadly, not a true reflection of the general standard of radio creativity in this country. There is in fact much work to do to improve our current use of this medium.

The reality is that we’re operating at two extreme ends of the spectrum – either producing international award-winning work, or work that feels like the newspaper classifieds translated into radio (dumping information without engaging or rewarding the audience in any way).

Radio is a fantastic medium – it is one of the big four in the media mix – along with print, television and outdoor. There is thus a need and an opportunity for us to give it the attention it deserves, and to focus on the craft of creating a good radio campaign.

Audiences can easily switch between stations, so the programme content, DJ line-up and advertising all need to work to keep the audience engaged. In short, it is critical that we realise the true potential of this medium, and raise the standard of our work. Radio should always engage the senses — it is theatre of the mind – and that will never change. 

Wayne Naidoo

CEO Lowe Bull, Chairman Association for Communication and Advertising (ACA)