mcm media launches Audible Intelligence; dedicated creative division harnessing power of radio advertising

3 Sep 2009

mcm media has further enhanced its offering for advertisers, announcing today the launch of a new business division, Audible Intelligence.

“With over 25 years experience producing radio, we’ve always been excited by the medium’s ability to converse with, as well as entertain an audience. Now, more than ever, we’re recognising the fundamental importance of engaging radio creative. We’re very excited to launch Audible Intelligence and offer advertisers the opportunity to tap into mcm’s knowledge and expertise in this area,” said Simon Joyce, CEO of mcm media.

Headed by Creative Director Andrew Tanner, Audible Intelligence is a creative and audio production house specialising in radio commercial production, including concept development, scripting, audio production and branding.

“Audible Intelligence is based on a philosophy that the best radio creative is like any great creative – that it’s driven by great ideas. Radio as a medium also has unique characteristics. If we understand and use these intelligently, radio can be one of the most powerful ways to communicate to the audience,” said Mr Tanner.

Audible Intelligence has been established to benefit advertising clients who are new to radio, or have not used it for a while, as well as current radio advertisers. Leveraging mcm’s experience producing some of Australia’s leading radio programmes, the division offers expert advice on how to use the medium to its full potential.

Tanner, who has produced radio campaigns for major brands such as Coles Group and Myer Gift Card, Rebel Sport and ANZ, also noted that it was timely to offer advertisers this dedicated service.

“Right now, advertisers need solutions that deliver real results. The current economic environment means companies need to make their advertising creative work harder. With stand-out creative, radio advertising can be very powerful, as well as cost effective,” he said.

Commercial radio reaches over 8.9 million Australians in five capital cities each week, who on average spend 17 hours listening to it weekly.

Research from organisations such as Commercial Radio Australia and Radio Advertising Bureau (UK, USA) supports the benefits of radio advertising. Low production and media costs means it is low risk.

Radio is widely regarded as a trusted and personal medium that ‘talks with’ listeners. These characteristics also make radio a complementary medium in combination with other media, particularly online and TV.

“Radio is brilliant at supporting and extending other media activity – as long as the medium is used effectively,” added Mr Tanner.

Audible Intelligence provides a full service offering for radio campaigns and is available independently or in conjunction with other offerings from mcm media.

With offices in Melbourne and Sydney, Audible Intelligence can also collaborate with other creative agencies to extend an existing advertising campaign to radio.

www.audibleintelligence.com.au

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ENDS

For interviews, images or further information please contact:

Amy Whittaker
Burson-Marsteller
02 9928 1522 / 0410 932 379
amy.whittaker@bm.com

Pip Goldsmith
Burson-Marsteller
02 9928 1540 / 0421 288 634
pip.goldsmith@bm.com