4As “7 Secrets of Creative Radio” Workshop a success

The Accredited Association of Advertising Agencies (oft referred to as the Four A’s) conducted a full day training workshop entitled ‘7 Secrets of Creative Radio’ on the 8th July 2015 at the Taj Samudra in Colombo.

Aimed at uplifting the standards of excellence in relation to the radio medium, the workshop was directed by internationally acclaimed and award winning radio director, Tony Hertz.

Filled to capacity (a limit of 40 persons at the maximum was stipulated at the outset by Hertz in order to generate maximum impact for those taking part) the participants at the workshop represented a diverse spectrum of industry players, including leading advertising agencies such as TBWA\TAL, Phoenix O&M, Lowe and Triad to name but a few; leading broadcast networks, namely TNL Radio and E FM, alongside some of Sri Lanka’s leading brands such as Sri Lankan Airlines and Amana Takaful; all of whom displayed a passionate desire to learn how to better build the equity of the brands they represented visa vie the radio medium. 

Speaking on his experiences at the workshop, Adnaan Sabireen, Creative Writer at Masters Advertising had this to say, “I found it to be a very insightful experience and a definite eye opener as to how we should approach the medium in the future.” 

Echoing his sentiments was Shanuki De Alwis, Creative Group Head at TBWA\TAL, “It certainly was an eye opener on several levels. For one, it gave me a greater insight and sensitivity to what works better with listeners. It also emphasized the importance of proper radio direction when producing spots.”

When queried on his experiences engaging with young Sri Lankans and his vision for the medium in the county, Tony Hertz had this to say, “I enjoyed working with the group,” Hertz said, “They showed a strong eagerness to learn which bodes well for the future.”

He concluded saying, “I would love to help Sri Lankan creatives get to the level where I know they’d like to be.”