Early on in my career I was privileged to spend time with American creative director, Stan Freyberg, who was so passionate about radio advertising that you just couldn't help but become more engaged with the medium. Stan's ability, on behalf of his clients, to utilise radio as an audio based 'visual' medium effectively was a wonderful gift to the advertising industry.
Radio, in Australia, now is a multi-platform medium accessed through analogue and digital broadcast receivers and increasingly streamed to mobiles, PCs, and tablets. Radio really does deliver high audience reach & time spent listening. And beyond its renowned tactical capabilities, radio has all the attributes required to effectively build brands.