At Cannes we heard news that UK agencies appear to have no interest left whatsoever in radio. That everybody is focused on TV and online.
Creatives don't want to work on radio because they think it is boring, that it has little creative opportunity, that they cannot get a raise or become known by making great radio work. This means radio work often gets farmed out to juniors or neglected, not given the care it deserves.
Radio isn't a big impactful medium, it won't do anything for your brand... so let's focus on the TV and online stuff shall we?
The problem with that view is that it is totally wrong.
If you think radio is useless then you are not doing it right. Use it like any other medium and make the most of the opportunity. Treat it with respect, understand how to make it work, and then make bloody good stuff.
Has everyone forgotten the Budweiser Men of genius work? Radio spots so good that they turned it into a TV campaign, which wasn't as good as the radio. Have we forgotten that radio is really good at reaching people while they are near a computer? A nice way to promote your new digital work no?
Agencies complaining about low budgets, why not consider if that dirt cheap, badly shot on a shoestring 20 second TV ad you just made, which will air 3 times on an obscure satellite channel (UK Gymnastic 2 +1); might be better as a national 40 second radio campaign on the same budget. Giving you time to actually be creative instead of having 5 seconds to shoehorn in a cheap gag.
I've seen cases of miniscule budgets turned into double figure ROI using radio. You would think people might notice this...
We have some brilliant writers in this country, let's remind them why campaigns are about the bigger picture, not just the fashionable bits.