Stephen Burke forms specialised radio advertising agency

Stephen Burke has decided to migrate from traditional above the line advertising and start up a specialised radio advertising agency/service/initiative, known as Fresh Air. He was previously with the ad agency Bester Burke Slingers in Cape Town for 17 years.

Stephen Burke

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.

Stephen Burke forms specialised radio advertising agency

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."