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O'Shea to advise RAB on creativity.(the Radio Advertising Bureau is changing its focus)(Brief Article)
The Radio Advertising Bureau is changing its focus in a bid to increase creative standards in radio advertising.
After 11 years of selling the importance of radio to media agencies, it is to put more of an emphasis on targeting creative agencies.
The RAB is restructuring the way it operates to achieve this and has hired Chris O'Shea, the executive creative director at Banks Hoggins O'Shea/FCB, to act as a non-executive director and consult on its move to build creative standards.
O'Shea will work part time for the RAB as a creative consultant, and will continue his part-time role at Banks Hoggins. His task is to work with Douglas McArthur, the chief executive of the RAB, on ways of working more closely with creative agencies.
McArthur said: 'I've had a gut feeling for three years now that we needed to make a move on emotionally underpinning radio as a brand. A lot of advertising is planned emotionally and radio needs to get into that.'
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