Clear Channel is taking on a glaring problem in the industry: second-rate advertising.
“Talking to creative agencies, we all agreed that radio has been put to one side and not given the level of creativity it warrants, given the importance it has,” said Bob Pittman, chairman-CEO at Clear Channel, parent company of Clear Channel Media and Entertainment, which houses more than 850 radio stations, and Clear Channel Outdoor.
AdAge reports to try to fight the trend, the company has formed a Creative Advisory Council with senior ad agency executives. The council's first project is a scholarship for a creative industry executive to attend the
month and work toward an executive MBA. Berlin
Radio spending increased overall in 2012, and according to Zenith Optimedia, will increase again in 2013. But up-and-coming creative talent at agencies often gravitates toward TV or social and digital media according to Tim Castelli, president of national sales, marketing and partnerships for Clear Channel Media and Entertainment. "We found the best people weren't working on it, or it was an afterthought."