Simple. Frank.net machettied through the radio clutter in 2011 with its straight talking, tell it like it is, honest brand voice. And on radio it was very literally a brand voice.

I loved its unapolagetic tone. So matter of fact. It delivered some hard truths about a very weighty and delicate subject matter that other brands in the category go to great lengths to skirt around. It also made me smile – while of course contemplating the dark possibilities of being struck down before my time or even worse – having my job vaporize into a recessionary fog.

It has liberated the entire category to talk more openly about the curve-balls that life throws at us without pussy footing around them. I’m already seeing some copy-cat behaviour with more brands in the category suddenly realising that maybe it’s ok to be more transparent and revealing. More real. That the public can handle it and doesn’t need to be molly coddled into a safe bubble of denial.

According to FoxP2’s Justin Gomes, Frank.net sold R1-billion worth of direct cover within the first four months of operation and has to date sold R5-Billion. (source: Liberty Holdings)

I was rewarded for not touching my dial, with humour, and it left me wanting more, not less. I hope that what is coming is more Frank.net radio in 2012 and beyond.

Continuing with the very high levels of excellence in communication that Mercedes Benz has always exercised, we were proudly South African once again at Cannes this year when Jenny Glover, Brent Singer, Rob McLennan and a bunch of brave behind-the-scenes agency and marketing people brought home the radio Grand Prix again this year (Network BBDO won a Radio Lion Grand Prix for Virgin Atlantic Airlines in 2009). The approach was once again unexpected, imaginative and rewarded the listener for, well, listening.

I think it’s worth mentioning that I also really enjoyed the KIA and Cinema Nouveau radio spots during the Loeries 2011 judging session. The fact that more than 150 radio entries were received this year is further testament to the popularity of this channel. All in all a great year for radio!

So what’s left to say except that I hope that what isn’t coming is a tsunami of copycat executions of all the above mentioned spots. Every year brings new surprises and delights and I’m quite sure that next year’s winners will sound nothing like this year’s.

Rock on Radio!

Rui Alves

Executive Creative Director: LoweBull