Is a one-dimensional focus on measuring attention distracting advertisers from exploiting the true effectiveness potential of different media?
Mark Barber
Mark arguably does more than any other individual to demonstrate the value, reach and impact of commercial radio in the UK. In his role of Planning Director at Radiocentre, Mark is responsible for developing its award-winning research and content strategy. He is the architect of Radiocentre’s highly successful Brand Multiplier, ROI Multiplier, Strike A Chord, Radiogauge and Emotional Multiplier research projects and many more; and is co-author of the book ‘An advertiser’s guide to better radio advertising’ published by Wiley. In 2015 he received an MBE in the Queen’s New Year’s Honour’s list for services to commercial radio. Before joining Radiocentre, Mark spent 18 years as a strategic media planner on blue-chip clients across a number of agencies, most recently as Communications Planning Director at Universal McCann where, amongst others, he ran the Bacardi Martini, Nestle, MasterCard and Microsoft accounts.
LATEST ARTICLES
Radiocentre’s Mark Barber refutes the assertion that, when it comes to measurement, radio could be at a disadvantage compared to digital streamers.
Radiocentre’s planning chief responds to a recent review of the radio marketing body’s new Radio Planning Optimiser tool.
Partner content: Radiocentre’s planning director Mark Barber explains the significance of a new Ebiquity study, which reveals which media are most valuable for building brands during uncertain times.
Dominic Mills’ inference that radio is somehow underperforming digitally gives the wrong impression about a medium that is in rude health, writes Mark Barber.
Music can be tricky, but advertisers should think carefully before disregarding its power for their brands, writes Mark Barber.
Mark Barber, director of planning at the Radio Advertising Bureau, says, Radioplayer’s first year of operation has been a huge success and is proven to have driven radio listening online…
Mark Barber, director of planning at the Radio Advertising Bureau, says Radioplayer is a fantastic new radio content delivery system, brilliantly executed; which will play an important role in driving the future of the UK radio industry…
Mark Barber, director of planning at the Radio Advertising Bureau, says the changes to the Heart, Smooth and Capital brands are just a natural evolution but could also be an important factor in helping radio claim a fairer share of ad revenue…