This is an extract from the Rad4AD workshop, and was a hit at Dubai Lynx, AdFest and India’s Mirchi Kaan Awards.

The creative mantra in most media is “New and Different” and agencies constantly try to push the creative envelope.

But when it comes to radio advertising, why does so much of it–including major award winning campaigns – seem to be written within a rather confined Audio Comfort Zone?

In this session, I explain why this is so and, with the help of examples and stories, show you how to leave your own comfort zone. And enjoy it!