How do you grab an audience’s attention when you only have 15 to 30 seconds? Chris Smith, Creative Group Head and Writer at the Richards Group has an admirable mastery when it comes to creating engaging and humorous radio ads. Listen as he describes his Radio Mercury Award winning campaign for Motel 6, and dives into his creative process.
Chris Smith: https://richards.com/about-us/our-people/chris-smith/
The Richards Group: https://richards.com/
Ad Age Creative 100: http://www.adweek.com/brand-marketing/30-creatives-whose-smart-funny-and-innovative-work-keeps-advertising-interesting-165959/
Chris Smith lecture: https://www.youtube.com/watch?v=oBenRXnxnK4
Motel 6 ads: http://www.adweek.com/creativity/the-best-radio-ad-of-the-year-isnt-a-total-surprise-but-it-is-a-delight/