But it is not directly aimed at users of commuter trains

Master Li, a guru to imagine easily comes deep China, made the pub on the radio for the according. But it is not directly aimed at users of commuter trains. He prefers to talk to many motorists trapped each morning in the Paris agglomeration traffic. It discloses them only unachievable also wacky tips to relax and stay "zen", before, in a blink of an eye, advise them to try to train the next time travel... Humour was once again honoured at the 7th Grand Prix radio, organized the week last by the independent Union of the boards of private radio stations (SIRPP), Union bringing together three large boards advertising private, Lagardère Active, IP (RTL Group) and NRJ authorities, who are three, represent 90 of the radio advertising market.

Without exception, all campaigns awarded by the jury chaired by Rémi Babinet Vice President of art directors club, co-founder and President of the Agency BETC (Havas group) are sometimes heavy or offbeat humour, but that, each time does fly. 16 Campaigns selected on presented 127, the according of Master Li easily garnered the votes of the jury. A dedication for the agency creative campaign, Devarrieuxvillaret, since she had already won last year, and for the same advertiser, the grand prize in the display. "The according campaign reflects a true use of the media radio. writing and humour, there is a game with the media that creates the difference," commented Olivier Altmann, the Creative Director of Publicis Board and member of the Board. "This campaign has excellent intrinsic qualities, with an addition of the media to the idea since it picks people in their car, said Rémi Babinet. It is one of the strengths of the radio to pick up the people where they are, making radio a modern media combining flexibility and proximity.

The radio, the poor parent

Other award-winning campaigns have not been forgotten. For "Psychologies Magazine", ear of this grand prize money, the Agency BETC EuroRSCG did not hesitate to innovate in relation to what is traditionally done in advertising for such advertisers. Finally, the Agency Leg (Group Havas, decidedly very award-winning since he won the first three awards of the grand prize), is a parody of advertisement for Citroën vehicles, a campaign which gained the ear of bronze. The approach taken by Leg is more classical, but developed talent implemented by the Agency in the scenarios and the realization of the different spots is a formidable comic effectiveness.

As is evident, therefore, this grand prix top, make the listener laugh seems to be the only way to move pleasantly an advertising message in radio media instead decried as a general rule for campaigns sometimes to the limit of the sustainable. This Twine single to reach the audience while demonstrating creative spins not advertisers. "This is the easiest way to enter in relation to the consumer, but it is also the facility for agencies: when there is no ideas, humour can replace them", coldly analysis Olivier Altmann.

If the agency-advertiser couple is good ground and works with any confidence, conditions sine qua non according to both sides for a good collaboration, radio advertising can demonstrate true creativity to meet the wishes of advertisers like needs, more land on the ground of the advertisers. But it is not yet there. Often, the radio is poor parent strategies media groups, being more seen as a media make-up as the pivot of a campaign. Media low-cost, highly reactive and especially celebrated for its flexibility a campaign can be decided and the antenna of the overnight, the radio is rarely Centre marks communication strategies, with the exception of the large distribution. "Advertisers have reflex radio, but more with a view to promotion of construction of a brand image, note Rémi Babinet." And they do not want to understand despite successful examples.

A big bang expected

Responsibility is also shared by the agencies, with few exceptions, took no initiative to have real radio specialists internally. This finding holds true for the creative to production specialists, the first often being Juniors, or even the students of the agencies, when the second function is outsourced in most cases. Result: the agencies show little final campaigns for their clients and simply scripts which it is difficult to measure quality paper.

A mistaken approach, according to the advertising at the time where it is more difficult to reach the consumer at a reasonable price in a context of fragmentation of the media. "Radio is an area of freedom, in the same way as the Internet." It should not be used as a media to end of string, but thinking like the rest of the media, i.e. find a central idea which will be declined, so note Olivier Altmann. This requires us to reason upstream and with a "short-termiste" vision. "Thinking is, but it has yet to find a practical application field.

The arrival of the large retail sector to television advertising on Hertzian channels from January 1 could just create this potting soil favourable evolution of advertising on radio and agencies-advertisers relations in this area. Planned for a long time, this small revolution will create a big bang authorities expect several million of revenue loss while constituting a true challenge for authorities, requiring more that never prove the efficiency of their media as for agencies to be more creative in their design of messages and stations. In the storm that will suffer the radio advertising market in the coming months, the first are therefore more than ever linked to the latter. "Everyone is tense but also excited by the prospect", noted an advertisement for the grand prize.