Creativity in Radio Advertising.

Course Aims

Through a practical and inspirational workshop, leading ad industry Creative Director and radio commercial writer, Damian Scott, will help you unleash the tools to conceive and write ads that move your radio audience to action. You’ll discover the importance of empathy, the four Rs of creative thinking, the key dos and don’ts of radio script writing and so much more. Aimed at all those involved in selling, writing and producing radio ads, ‘Write Better Radio Ads’ will change the way you think about your ad output and transform the relationship with your advertisers.

Course Content

This course will cover:

What makes a great radio ad
Exploring the neural science of how creative ideas inspire
The importance of ‘left brain’ thinking
Why radio is such an effective advertising medium
The importance of a great radio commercial brief
How to write a great brief
Examining different radio commercial styles
Focusing on the USP
Thinking ‘visually’
Emotion versus reason
The importance of being distinctive
Opening with a great ‘hook’
The creative process and good creative habits
How to effectively ‘sell’ your idea to clients

Throughout the day, you will also listen to and critique various real-life radio commercial examples as well as use what you are learning to write radio commercials based on mock briefs.

You will leave the course with a greater understanding of writing more effective, stand-out radio commercials along with:

An improved creative process
Writing better briefs to inspire better commercials
An expanded box of creative ‘tools’
Better understanding of how to ‘sell’ their ideas
Radio station commercial breaks that are invigorated, more entertaining and effective for their advertising clients

Trainers

Damian Scott, Wordfood

Damian has been a creative leader in the advertising industry for 30 years as both a copywriter and Creative Director. Spearheading groundbreaking campaigns for brands such as Porsche, VW, BMW, Asda, Marks & Spencer, BT, HSBC and more, he has a unique approach to creative thinking and human empathy. Damian also has a deep connection with radio advertising, speaking and teaching regularly on the subject. He has been a guest speaker and panellist at Radio Days Ireland and works closely with Learning Waves.

Who is this content for?

A full-day interactive workshop to help inspire both new and experienced radio station teams, including sales, creative and production to create better and more effective radio commercials.