HD Radio's New Spots: The Debate Is Joined

Will The Spots Work?

The debate over the potential effectiveness of the HD RADIO ALLIANCE's new campaign was joined after FRED JACOBS and DAVID MARTIN criticized the angle of the spots (NET NEWS, 12/20). In the Comments section of JACOBS' blog, PETER FERRARA of the HD RADIO ALLIANCE apologized for the fact that the two didn't "enjoy the spots. We are working with an one of the top brand building ad agencies in the country that's done great things for clients like SOUTHWEST AIRLINES, BMW, MASTERCARD, AT&T and the PGA TOUR. We explained our challenge, the current status of HD Radio and asked them for their honest evaluation and recommendation.

The truth is that these spots aren't aimed at you and me --and we need to have the courage to engage the folks we're trying to reach in a way that speaks to the way they see it

"It's completely natural for all of us in the radio business to bristle at the thought that not everyone shares our passion and commitment to our medium. The truth is that these spots aren't aimed at you and me -- and we need to have the courage to engage the folks we're trying to reach in a way that speaks to the way they see it. And when we connect with them on that, authentic level, we can hope to re-engage them in what's outstanding about radio.

"In the meantime, all of us in radio's inner circle have an opportunity to trust in the experience and the track record of an ad agency that's been here before."

MARTIN responded by noting that the clients mentioned " were established brands long before the engagement of your unnamed agency; the proper qualification needed would seem to be a proven track record of successfully launching new, previously unknown, brands in the marketplace. I again respectfully request you do the right thing and put this creative on hold, take a time out, open a candid and serious discussion with the industry. Should you be right, should you and your agency have the research to prove this approach to be sound, to be the best possible creative needed to get the job done then share it. We can then all move forward together with the knowledge that we are, indeed, doing the right thing."

The debate rages on here.

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