News
Digital Radio Development Bureau (DRDB) appoints Initiative as first media agency
07.06.2006Initiative has been appointed without a pitch to handle the media planning and buying for the DRDB, as it embarks on its first campaign later this month. The initial activity is worth £100,000 with further advertising planned for later in the year.
The DRDB is a trade body funded and supported by the BBC and commercial radio multiplex operators. Its role is to ensure digital radio’s wide accessibility and swift adoption in the UK with consistent and effective marketing. For advertisers and their agencies, the DRDB is the central industry communicator on DAB digital radio.
The new campaign aims to raise awareness of digital radio as a medium and to drive consumers to the DRDB website. Running across a variety of national newspaper supplements, entertainment sections and TV listings titles, the strip advertising starts w/c 19 June. The breadth of titles and newspaper sections reflects the many genres offered by digital radio.
Commenting on the DRDB win, Initiative’s Head of Radio Jonathan Barrowman said “Our appointment is a great endorsement from a key trade body and complements Initiative's ongoing work in promoting the benefits of digital radio."
Ian Dickens, Chief Executive of the DRDB, added "Initiative's radio team are forward-thinking and innovative, always striving to bring new radio opportunities to their clients. The agency has played an important role in driving development of the commercial use of digital radio and we therefore look forward to working with them on our advertising."
