Radiocentre consolidates brands

By James Cridland for
Posted 7 July 2015, 8.01pm edt


Radiocentre, the industry body for commercial radio, is to remove the separate brands for the Radio Advertising Bureau (RAB) and Radio Advertising Copy Clearance (RACC), it will be announced today. Radiocentre will be the one umbrella brand.

Radiocentre, originally known as the AIRC then the CRCA, will still function in the same way, and all staff continue with their existing job titles and job roles, but the change is "designed to create clarity about the services and role of Radiocentre and make it easier for customers and members to access services, skills and knowledge," said a spokesperson for the organisation.

The announcement will be made later today by Radiocentre's Chief Executive Siobhan Kenny at their Tuning In radio conference, where she'll also unveil a refreshed brand and new tagline for Radiocentre: Sound, Commercial, Sense.

“There is no doubt that radio is having a moment; both listeners and revenues are up and its traditional strengths of intimacy, localness and music discovery are timeless,” she is to say, “ but the industry doesn’t sit still, nor does Radiocentre. Bringing together our functions into one holistic team makes our mission clearer in an increasingly crowded media landscape. Radiocentre will always give you sound commercial sense.”

Radiocentre will also published a new policy document today which urges the Government to review the legislative framework for radio, ensuring it does not inhibit growth in a multiplatform world. The document also calls for an urgent rewriting of excessive consumer protection regulation such as the warnings on financial product advertising which does little to protect consumers but deters advertisers from using radio.

The new brand identity was created by Thinkfarm. Thinkfarm are no stranger to radio, having created the SAM FM identity for Celador Radio, as well as the original Virgin Radio logo and "The Music We All Love" brand pack. They've also worked on Channel 4, CNN, the Cartoon Network, and BAFTA. In a nice coincidence, Thinkfarm also created the Roundhouse logo, which is the venue for tonight's Commercial Radio Awards, run by Radiocentre.

TWBA/London has been appointed by Radiocentre to create an advertising campaign to announce the changes.

More information

Sound, Commercial, Sense.
James Cridland — James runs, and is a radio futurologist: a consultant, writer and public speaker who concentrates on the effect that new platforms and technology are having on the radio business. He also publishes a free daily newsletter about podcasting, Podnews, and a weekly radio trends newsletter.

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