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Promotional ideas and technique. Always radio, always positive.

UKRD appoints Advertising Creative Director

Mike Bersin

Mike Bersin

One of the UK’s smaller radio groups, UKRD, is investing in its commercial creative resources.

Mike Bersin is to join UKRD Group in the post of Advertising Creative Director.

The new role, created for Mike, will start in February and is the first step in a major new investment by UKRD in creative support for the group’s local sales force.

Mike joins UKRD with 30+ years of creative advertising radio experience. He previously held senior roles at Metro Radio Group and Emap and is a leading proponent of the creative-led sell.

William Rogers, the group’s Chief Executive Officer said:

“This appointment signals yet further commitment to our local operations and will result in a level of support being provided to our station sales operations which we believe will be unrivalled at our level within the radio sector.”

Mike Bersin confirmed his appointment and said that he was looking forward to working with the team at UKRD enormously.

“I’m really excited by this opportunity which presents me with a clean sheet of paper on which to write the best plan I can to put into effect everything I have learnt over 30 years working in radio. Serving local communities with truly effective local advertising, 100% of the time, is an inspirational challenge and I can’t wait.”

The Total UKRD network reaches 421,000 adults per week (RAJAR, Q3 2012).

Mike has written books to help radio creatives and sales execs around the world. His most recent book looks at the benefits of the creative led sell and how it is an effective way to sell radio advertising.

His other book examines the importance of taking the brief and how a good quality brief will ensure a client wins.

Audio extra

Nairobi-based advertising consultant Simon Rushton is a student of the Mike Bersin school. In this edition of the Earshot Creative Review podcast from October 2011 he explains how the Creative-led sell works and what benefits it provides for clients, stations and listeners alike.

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Listen from 25’40” in to hear Simon Rushton talking to Steve Martin.