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 Berlin
School
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."
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