Tuesday, August 21, 2007

COMMERCIAL RADIO AND AFA JOIN FORCES TO RUN FREE CREATIVE WORKSHOPS FOR AD AGENCIES AROUND AUSTRALIA

Commercial Radio Australia and the Advertising Federation of Australia (AFA) are running a series of free, radio creative workshops for advertising agencies hosted by the creative director of Eardrum Australia, Ralph van Dijk, a 2007 Cannes Radio Lions judge and the creator of the award-winning radio brand campaign.
The workshops will be held in Brisbane today, Perth on August 30, Adelaide on September 18 and Sydney in November. The Brisbane workshop is being run in partnership with audio production studio Cutting Edge.
The one-day workshops are part of a continuing strategy by Commercial Radio Australia to help improve the education and training for creatives in advertising agencies and ultimately deliver better radio ads. The first workshop was held in Melbourne in July.
The chief executive officer of Commercial Radio Australia, Joan Warner, said Australia was now being recognized as a source of great innovation in radio advertising, and the radio industry was keen to provide ongoing support and training for agencies.
“The workshops are a great way for creatives to broaden their skills base on radio, providing a look at the ingredients of a great radio ad, script writing, casting and hands-on studio work,” Ms Warner said. “We are really seeking to inspire and challenge the traditional way of approaching a radio brief.”
AFA General Manager Ian Finlayson said the AFA was delighted to be involved in the workshops: “Radio, if used well, is one of the most powerful mediums available. It’s great to see commercial radio taking the initiative with education and encouraging specialized skills – it’s good for agencies and it’s good for advertisers who are the ultimate beneficiaries when ad campaigns hit the mark.”

3 Comments:

Anonymous Luke Simpson said...

The people at CRA seem to be very busy - nice to see someone investing so heavily in good creative!

9:59 AM  
Anonymous Anonymous said...

They should bring back the old 3 day Radio Workshops that RMB used to run. The one I went to completely changed the way I approached creating ads, and not just in radio but in all media.

In spite of the hype in the press release, it is true that radio is the hardest medium and that if you can do it well, you can do anything well.

It also seems a tad short-sighted to announce workshops on the day they happen. No-one at my agency had a clue they were happening otherwise we would have sent someone.

8:56 PM  
Anonymous Anonymous said...

Ralph van Dijk is a true inspiration and an amazing writer with unique insight rarely seen in advertising. He brings words to life. Just log on to the Eardrum site for an extensive example of his work. He makes radio sexy - who would have thought that was possible? CRA please give us more!

10:28 PM  

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