Audio Active Advertising – Episode 30: How do you handle client contact? – by Ryan Ghidoni.
I’ve been given the opportunity to work with different radio creative departments across Canada and it has helped me solidify the following observation:
There is no consistency…no “one way”…no standard model…no rule book on how to do radio creative.
I liken it to the colonization of Canada. There were some similarities between colonies from the same country, but for the most part every fort was isolated and left to figure out their own way to function.
It has lead us to an industry where there are two completely different models for client contact:
MODEL 1: Everything flows through the sales rep. The writer works in a bubble.
MODEL 2: Client contact is shared by the sales rep and the writer.
Join me this week as I go over the pros and cons and present tips to succeed for each model.
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Ryan Ghidoni is an 18-year veteran of radio advertising and has worked with some of the most creative sales reps, writers, producers and voice talent in the business. Want a more efficient and creative Client Services Department? Email [email protected] today to find out more about the benefits of bringing in a Creative Consultant.