Radio Ideas Worth Sharing… 2013
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RADIO IDEAS WORTH SHARING… 2013 Get inspired by innovative ideas! About egtabites: Having access to a rich and highly diversified benchmarking pool seems to be one of the service that egta members appreciate the most. In an attempt to even more effectively meet your needs, egta is happy to bring to you the “egtabites”! » The objective? To provide all egta members with thought provoking and inspiring ideas and to help grow the television and radio advertising pie! » The concept? An easy to read (5 to 10 minutes) e-mail you shall receive every other Friday (or possibly every week, if you are both a television and radio member) whose objective is to share “ideas worth spreading” with the community of senior sales houses professionals. » Like the idea? We count on you to spread the word and to invite your colleagues to contact us should they wish to be on the mailing list. More importantly, you should feel free to forward these e-mails to the relevant people within your company depending on who the topic might inspire most! » Proud of something your company has done? Do you need a sounding board for one of your projects? Please contact us and send us any best case initiative you consider eligible for this new tool. We will be proud to relay the ideas you consider worth sharing! egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F: +32 2 290 31 39 – www.egta.com BROWSE BY TOPIC (Click on the topic to view the article) Promoting TV / Radio as a medium No 01 | TV & RADIO | M.E.D.I.A. No 31 | RADIO | Promoting the medium of radio and giving the spotlight to young media planners No 33 | TV & RADIO | When an entire industry joins forces to promote advertising: "Publicidad Si!" Made in España Making the most of the strengths of TV / Radio No 15 | RADIO | Regional targeted radio campaign by AS&S Radio for Reckitt Benckiser’s Dobendan Strepsils provides flu relief in Germany No 19 | RADIO | Flood Emergency Radio No 36 | RADIO | Strengthening brand recognition: an advertising jingle turned into a song Creativity & Innovation No 05 | RADIO | BATTLE RADIO FACTORY No 07 | RADIO | Ultraspot from IP Radio: the listener decides! No 11 | RADIO | RMS Brand Day No 13 | RADIO | Radio creativity No 17 | RADIO | The 7 secrets of creative radio advertising No 21 | RADIO | A radio spot becomes a global phenomenon No 38 | RADIO | 538 and transavia: making friends and moving people Apps & Social Media No 03 | RADIO | Harnessing the power of social media for radio! No 25 | RADIO | Lagardère’s second-screen companion app for radio Research No 27 | RADIO | Snapshots: a new behavioural planning tool for Radio Online Platforms No 09 | RADIO | Radio à la carte with diy.fm No 29 | RADIO | RMS now exclusively represents Spotify on the German Market No 34 | RADIO | NRJ Global & partners: Adiopack – packaging the digital radio offer BROWSE CHRONOLOGICALLY (Click on the topic to view the article) No 01 | TV & RADIO | M.E.D.I.A. No 03 | RADIO | Harnessing the power of social media for radio! No 05 | RADIO | BATTLE RADIO FACTORY No 07 | RADIO | Ultraspot from IP Radio: the listener decides! No 09 | RADIO | Radio à la carte with diy.fm No 11 | RADIO | RMS Brand Day No 13 | RADIO | Radio creativity No 15 | RADIO | Regional targeted radio campaign by AS&S Radio for Reckitt Benckiser’s Dobendan Strepsils provides flu relief in Germany No 17 | RADIO | The 7 secrets of creative radio advertising No 19 | RADIO | Flood Emergency Radio No 21 | RADIO | A radio spot becomes a global phenomenon No 25 | RADIO | Lagardère’s second-screen companion app for radio No 27 | RADIO | Snapshots: a new behavioural planning tool for Radio No 29 | RADIO | RMS now exclusively represents Spotify on the German Market No 31 | RADIO | Promoting the medium of radio and giving the spotlight to young media planners No 33 | TV & RADIO | When an entire industry joins forces to promote advertising: "Publicidad Si!" Made in España No 34 | RADIO | NRJ Global & partners: Adiopack – packaging the digital radio offer No 36 | RADIO | Strengthening brand recognition: an advertising jingle turned into a song No 38 | RADIO | 538 and transavia: making friends and moving people 1 February 2013 Target: TV & Radio M.E.D.I.A. When media agencies and sales houses join forces to better meet the needs of advertisers We would like to bring to your attention a groundbreaking initiative launched in the Belgian market this past Wednesday January 15th: M.E.D.I.A. “Our Media Environment Deserves Ideas and Ambition”. This initiative was jointly launched by UMA, the Belgian Association of Media Agencies and the R12, an unofficial group which gathers 14 media sales houses that represent 90% of all media investments in Belgium and includes not only all of our egta members: IP Belgium, Q Group, RMB, SBS Belgium, Vmm and the Var) but also sales houses from other media. This initiative stemmed from the overall conclusions reached by the 22 senior managers from the participating companies who met on a regular basis over the past 18 months following an extensive survey among all Belgian media agencies and sales houses (321 answers). In Belgium, as in all other markets, the media industry has undergone enormous evolutions in the past years creating tremendous new business and growth opportunities. Media have multiplied their touchpoint offer, encouraging sales houses to expand their sales expertise with a cross media approach as well as many other new solutions. Media agencies on their side have profoundly repositioned themselves by acquiring wider marketing and communication know how in addition to their historic media buying science. They have started diversifying their offer to include a broader range of marketing & communication products which are connected or not to traditional media. All these changes have resulted in a growing lack of knowledge and understanding of each other’s tasks and at times, in a great deal of frustration(s). Starting from these observations, the R12 and the UMA have decided to join forces to initiate further steps to create the best possible media advertising environment and to match their offer with both consumers’ experience and advertisers’ needs in an ever-evolving media environment. This is the first time that so many media representatives (agencies and sales houses alike) have united to set up a forward-looking plan with clear and ambitious industry-wide objectives, highlighting the need to increase mutual knowledge, the development of common research and investments in human capital How it will translate concretely? The M.E.D.I.A. project group’s action plan includes a series of workshops and events including 6 monthly webinars during the first quarter of 2013 with the purpose of sharing information on specific aspects of media related topics and to learn more about each other’s tasks, roles and projects better. It also includes: » the creation of a new award for promising young media professionals; » the setting up of a new training cycle for media professionals, focused on strategy & marketing; » the creation of a task force dedicated to research. Of course, plenty of other ideas are currently under discussion. The initiative is expected to last for at least 3 years. egta – 22, Rue des Comédiens – 1000 Brussels – Belgium – T: +32 2 290 31 31 – F : +32 2 290 31 39 – www.egta.com What they said … Don’t just take it from us, let’s hear it straight from egta members! We have interviewed all the Belgian egta members and have asked them why they decided to take part in this initiative and what they expect to get out of it. Here is what they had to say: “This project aims at going beyond preconceived notions and to better understand the roles and specificities of each market player. To us, it’s a first step towards the idea that we can all work together to create this kind of positive initiative. The aim is two-fold: first, to reinvigorate the “AMMA awards” that reward media expertise and second to advertise the so-called “GRP media school” that will better meet the training needs of media agencies and sales houses. Overall, this is a win-win situation for all of us.” –– Pierre Vanderbeck, Director of Strategy – RMB “It’s a world premiere that all media agencies and the biggest sales houses get together to collaborate on a common project. We, R12 & UMA, indeed felt that it was core to re-launch the communication between the media agencies & the media sales house with the advertisers as we had the feeling that a gap was growing because of the lack of knowledge of each other’s work.” ––Thierry Van Zeebroeck, CEO – Var “We are happy to participate in this initiative that aims at a better mutual understanding of the actors in the market as well as better collaboration. This will allow a new light to be shed on the value of each other’s work and that of the media agencies“ –– Denis Masquelier, Sales Houses Operations Director – IP Belgium “In long term relationships it is important to have a continuous mutual understanding of your partners. In this way, this initiative is more than symbolic. It is key for the sustainability of our media business. That’s the reason why we stand behind it.” –– Ben Jansen, Commercial Director TV – Vmm It is of major importance for Media, Media sales houses and Media agencies managers to make sure that their respective business and processes are being correctly understood by their partners so as to make sure that our market place operates with efficiency to the benefit of our clients.