Radio body moves to tackle credit crunch
The Radio Advertising Bureau (RAB) is investing£3m into a new initiative that aims to provide advertisers and agencies with support and insight into how best to use radio.
The industry body will use the cash to work with advertisers and to help them get support during difficult times. The help includes three main areas - research, creative consultation or "idea generation" sessions.
Furthermore, advertisers and their agencies will each receive an offer from the RAB.
"Strategically, we need to make sure that advertisers get more from the medium and we can only do that together,” said managing director Simon Redican. “The advertiser partnership fund is aimed at making sure we do just that. We're currently seeing transformatory investment in brands and content together with collective will from the groups to collaborate more which will without doubt benefit advertisers.”
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