Radio Advertising Creative by Mola Mola

I love my job.

I always have.

Since the first day I wrote a radio advert for a client and got feedback on it from people who I consider to be the “greats” in Radio Advertising in the UK. Those people spent some time helping me to tweak the copy to make it just a little bit better, a little bit more “creative” and to ask the question “what if?”. Then that ad it went into production. It was voiced by the great Jimmy Hibbert. I still have a copy of it somewhere. Now I can see how I could still have made it just a little bit better. Isn’t that the curse of creativity? However good it is there are always things you think you could have done differently!

When I say “creative” it doesn’t mean every ad has to be an award winning advert (but on occasions it HAS been award winning) but it uses the medium to answer the brief. The answer may be a simple single voice “style A” commercial.

I will give you an example:- A firm of Solicitors in Leicester specialised in personal injury. They had some very humorous ads running on the station. They were funny and memorable. But they were not getting a decent response. My thoughts was that people who had been a victim of an accident didn’t think it was very funny. Humour was not the right vehicle. I wrote a series of plain speaking, sympathetic ads. The client feedback was that when my ads were aired it was like a tap being turned on. The phones would start ringing. I think the first ads did the “heavy lifting” of getting name awareness. But the client wanted clients, not for people to hum their jingle or remember the joke.

On the other hand I wrote some surreal ads for a Hotel advertising Christmas party nights. A colleague told me it would be “above the listeners heads”. In fact they had record bookings and people talking about the commercials. ("The customer is not a moron. She's your wife." David Ogilvy)

There is a huge feeling of pleasure when you hear an ad you have created on a radio station. It’s an even greater pleasure when you get feedback from the client to say that it has worked for them and made a difference. I have to say my ads have sold pine furniture, dental treatments, windows, doors, conservatories, milk, cars… a LOT of cars, tools and hardware, timber, driving lessons, legal services, concerts, events, carpets, digital radios, TVs. You name it, if it’s legal to advertise it in the UK, I’ve probably written a radio commercial to sell it.

I am at my best when I am writing and creating for a client. And the closer the collaboration with the end client, the better.

I’ve also have the pleasure and privilege of training and coaching young writers and radio sales people in the UK and around the world. We can create scripts for you, or produce radio commercials, cleared and ready for broadcast. If you’re a radio station or group I can work with you to get better briefs and use creative to get clients a return on their investment.

So what can Mola Mola Creative do for you today?