Keeping marketers tuned into radio

On the face of it, radio seems to be in rude health, reaching millions of adults every week. Yet it is dogged by a belief among some advertisers and their agencies that it is less exciting and creative than other channels, and not a brand building platform. There is also a perception among some that it can only be used for promotional activity.
While Nielsen figures show that the Government and companies like British Gas and Asda do spend big on the medium, some of the UK’s biggest ad