The RAB say with the rise of social media and flashiness of TV, radio advertising is on the decline.
I had to sell radio as the best advertising medium, to those working in advertising.
The big idea
Your imagination is much more effective than any image or clever line could ever be. With a well-written radio script, and a bit of theatre, you conjure up your ideal version of the product.
I won a New Blood Wood Pencil in the category for my work. If you have a 2013 annual lying around check the scripts out in-book, or head over to the website.