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12:05
12:45

Why award-winning work works

Ralph van Dijk (Creative Director, Eardrum, Australia)Paul Wauters (Executive Creative Director of Babel, France) There are two types of radio advertising; the good stuff and the other 90%. Yes, clients want to be on-air tomorrow, yes, they insist we add too much detail and no, they won’t pay for it. But things would be different if they knew how much more effective their campaigns would be if the creative was better.   



There are two types of radio advertising; the good stuff and the other 90%. Yes, clients want to be on-air tomorrow, yes, they insist we add too much detail and no, they won’t pay for it. But things would be different if they knew how much more effective their campaigns would be if the creative was better. In this session, award winning creative directors Ralph van Dijk and Paul Wauters of Babel dissect the world’s most awarded radio ads to reveal the eleven herbs and spices that made them so successful. They then re-engineer a selection of typical radio ads and demonstrate how it is possible to apply award-winning thinking even when the odds (and deadlines) are against you. Ralph van Dijk (Creative Director, Eardrum, Australia)Paul Wauters (Executive Creative Director of Babel, France)   
 
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Track 2
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Session