- Sector: Advertising & Marketing
- Region: London
The future of listening
RadioWorks Group launched in 1990 as the UK’s first-ever independent radio advertising specialist. Working with advertisers and agencies across all UK commercial radio stations, it sought to demystify what was seen as a difficult and complicated medium due to an increase in new licences and formats.
Now offering services including airtime planning and buying, copywriting, podcast curation and broadcast PR, the Group comprises eight specialist companies and employs more than 50 people across London and Carlisle. Its work has been recognised, becoming the UK’s first radio advertising specialist to be registered and accredited by the Institute of Practitioners in Advertising. The Group is also the only UK radio advertising specialist to have been awarded the RadioCentre’s Certificate of Excellence. One of its specialist companies is Maple Street Creative, which incorporates creative, copywriting and production studios, where the audio and content, including podcasts, are created.
While traditional FM and AM radio is still in rude health, the move to digital has expanded the Group’s horizons. “We were quick to demystify the digital audio space with the launch of DigitalAudioWorks, which helps brands navigate this new landscape, clarifying the differences between traditional broadcast radio and the digital streams,” explains Michael Charnley-Heaton, founder and CEO of RadioWorks Group.
By understanding the latest technology and its market potential, RadioWorks Group has helped its clients grasp opportunities. “We are at the forefront of how advertisers and agencies capitalise on the benefits afforded to them by digital audio platforms like Spotify, Deezer and DAX,” says Michael, excited about the launch of PodcastWorks as it aims to create new content and revenue streams. “There’s a boom in podcasts and the intimate targeting and measurement opportunities they provide advertisers.” RadioWorks has also launched RadioTradingDesk.com, which is an automated trading platform bringing radio stations and advertisers together online.