RAB sets up £1m creative challenge

The RAB is set to launch a new £1 million creative challenge that will see commercial radio collectively offer up to £1 million worth of radio airtime to two advertisers.

Advertisers will be invited to submit a creative for a new radio advert, which has not yet run on commercial radio, with the chance to win £20,000 cash and £500,000 of airtime across the commercial radio network.

The RAB is also planning to support existing radio advertisers with £500,000 worth of airtime awarded to the best existing radio advert.

The challenge has been designed as part of the Radio Advertising Awards, which will take place later this year.

The awards ceremony will also include what was previously the GCap Media Planning Awards and the Aerial Awards, which aimed to recognise and reward planners and creatives.

There will be 10 awards in total, split into 3 categories: effectiveness, to reward effective media planning for radio; creativity, to reward the best practice creativity, including the all new £1m creative challenge; the grand prix, rewarding the most outstanding overall entry and the most outstanding media agency.

Simon Redican, managing director of the RAB, said: “We’re really excited about the introduction of the creative challenge, which is looking to inspire great radio advertising; not only does the client benefit from huge exposure reaching over 31.5 million adults a week, but each winning creative team also walks away with £20,000 cash.”

The closing date for entries is June 30 and winners will be announced at the Radio Advertising Awards in London on September 17.