At a recent Commercial Radio & Audio (CRA) event, The Audio Edge, marketing consultant Rob Brittain spoke about the radio sector’s campaign, Invest 11% to Double Your Effectiveness. This initiative, backed by a study in collaboration with marketing guru Mark Ritson, offered clear evidence of radio’s unparalleled ability to amplify advertising success. From these insights Mark Ritson coined the phrase “Radio, the ultimate sidekick.”

CRA and Mark Ritson approached the Ad Council of Australia with a hypothesis, radio improves the overall effectiveness of an advertising campaign. To test it the ACA Effectiveness Awards database was opened for the very first time.

Here are highlights from Brittain’s presentation, in his own words:

One of the things I loved about this approach was that radio wasn’t trying to be the hero. It was saying, “We play a role, and we believe we play a very strong role.”

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