Low and behold they’re working on consolidating their world bill dollar advertising efforts with only one ad agency, as against 5 or 6. Well if that isn’t a demonstration of things to come then I am not sure what is. Most prize-winning radio commercials win for the incorrect reasons anyhow. The paper ad asserts one thing and the radio commercial doesn’t appear to fit anywhere. Hit ‘em with the same message everywhere and you raise your reach. Radio commercials at smaller radio stations are sometimes made by the radio salespeople or the announcers. Radio advertising. It’s your money and you shouldn’t spend it on bungled and / or fully ineffectual commercials. So what’s that cosy medium, perhaps it’ll work as any collaboration or partnership normally works, both parties have something to lose if the partnership or collaboration isn’t lucrative.

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