Simplicity Always Cuts Through
‘Simplicity is the ultimate sophistication.’ This well-known quote is often attributed to Steve Jobs but many might be surprised to discover that it originated from the lips of the great…Read more
The Best Ads on Radio Don’t Feel Like Ads
This summer, the O’Donovan brothers captured the hearts of Ireland. The funny and charismatic rowers from Skibbereen became national heroes after they returned home from Rio with silver medals. Credit…Read more
Get the DJ Talking and You’re Winning!
Of all the different radio ad formats tested out on radio, Irish DJs have heard them all. The good, bad and the ugly. So if you get a DJ commenting…Read more
Are You Brave Enough to Repurpose a Pop Song?
There are few advertisers who are willing to push the creative boundaries in radio advertising. Many of the ads on Irish radio lack creativity and tend to blend into each…Read more
Bring Out Humour with the Disruptor Technique
A technique used by many copywriters is to use another voice to interrupt the delivery of the voice over. It’s not used very often in Irish radio advertising but can…Read more
Carrot or the Stick: Licence Fee Compliance
RTE certainly has a problem on its hands. Ireland has one the highest evasion rates for non-payment of the licence fee across western Europe. Over 15% do not pay resulting…Read more
Nissan: Comedy at its Best
It’s rare to hear good comedy on Irish radio. Very often the jokes fail to land or the timing is just wrong. However, the latest ad from Nissan is gold.…Read more
Advertising isn’t a science. It’s persuasion. And persuasion is an art.
William Bernbach
Brennan’s Evoke Nostalgia
On Saint Patrick’s Day, the familiar Brennan’s Bread advert could be heard on the national airwaves. For over 30 years, the format has remained static with a recognisable jingle and…Read more
RTE Handles 1916 Sensitively
With the rising commemorations creeping up, RTE have begun to scale up their communications surrounding the Ireland 2016 Centenary Programme. The most recent advertisement is very impactful and sets a…Read more