Creating Great Radio Ads - Part 1.

Course Brief

An interactive workshop that gives you the tools to write more effective radio ads that work better for your clients and your audience.  Are you responsible for writing radio ads? Perhaps you’re a sales person who also has to come up with creative ideas? Do you want to be more inspired? Want to know how to unlock the inner copywriter and understand the writing process? Do you want to take a better brief and feel more confident ‘selling’ your creative ideas? Then this one-day workshop is for you.

Course Content

Module 1

  • Introduction to course
  • Relationship between client/sales executives/ad writer and producer
  • What makes a great radio ad?
  • Why radio? The many reasons radio is the perfect medium for creative advertising

Module 2

The Brief

  • How to write a great radio advertising brief
  • Asking the right questions from clients
  • Understanding your audience
  • Ensuring the clients proposition is at the heart of the brief

Module 3

  • Beginning to write the ad
  • The different styles of radio ads
  • Putting the Proposition/USP at the heart of the ad
  • Thinking 'viusally' for radio
  • Using emotion over reason
  • Expoloring the 'opening book'.




Damian Scott WordFood, has been a professional copywriter for nearly 30 years, working in major UK ad agencies (McCann Erickson, TBWA/Tequila, Euro RSCG) and providing creative input into ad campaigns for Audi, VW, Skoda, HSBC, BT, Halifax, Costa Coffee, Hertz, Experian, Open University, The National Trust, AXA, Marks and Spencer and many others.He’s also been Creative Director for several ad agencies and helped to launch his own agency Cactus Creative back in 1999.

He now acts as a freelance creative consultant and copywriter with a major emphasis on radio. He not only continues to write radio campaigns, but works closely with stations and radio media groups to deliver training and advice on both the briefing and creative processes.

In Ireland Damian has worked regularly with Dublin’s Q102, FM104, Sunshine and Classic Hits as well as U105 in Northern Ireland.



'I have to say again, Damian was fantastic – the day was so worthwhile and inspiring and he delivered it all so well, and he just got where we are all coming from, and with plenty of food for thought and insights to come away with so that we never get stuck in a creative rut!! Thank you so much'. Teresa Boyle, Wexford Business Development, Beat 102 103 - on Creating Great Radio with Damien Scott - April 2019