
Top stories






HR & ManagementCnnect V2: Elevating employee experience with powerful new features
Cnnect 21 May 2025
More news









ESG & Sustainability
Why the future of climate change solutions hinges on Stem careers







He has had 30 years in the industry at agencies such as BBDO, McCann Erickson, Ogilvy, TBWA\Hunt Lascaris. Burke is one of the country's most awarded radio advertising writers.
"I've always had a special relationship with radio, as a medium that comes with its own unique challenges. It requires a different approach, a different writing discipline and it is the one that I love most. The new agency gives me the opportunity to focus on doing what I am best at and what I enjoy most.
"Radio is pretty poor at the moment... it has become the dumping ground for unimaginative competitions, predictable promotions and totally uninspiring sponsorships.
With a few exceptions, marketers are treating listeners as though they are idiots. I think that the marketer prepared to give their radio an original concept and a bit of polish is the marketer with a secret weapon.
"The instant a radio commercial is over, it's out of mind. Another ad has taken its place or else the latest Rihanna track has moved in. If you are not giving the listener, some reason to retain your brand offering, if you do not make it worth the effort to pay attention in an environment jam-packed with distraction, you're history."