It’s your typical English boozer – pseudo-European lagers, badly placed pool table, and a selection of fairly sociable regulars. The man in question has some information he considers important and interesting, so he takes from his bag a large bronze gong.
He proceeds to bang the gong three times before declaring “Gilette. The best a man can get”. Some of the patrons look in his direction and acknowledge his statement. Some ignore him and carry on with their day. The man places the gong back in his bag and silently walks out, just as a second man with a similar looking bag walks in…
This, slightly tortured analogy, is audio advertising at its worst. A never-ending stream of voices, messages and loud gongs that either don’t fit, don’t resonate, or quite simply aren’t wanted at that time.
In radio terms, this “licence to interrupt” exists because broadcasters promise that the music, travel, news and competitions you love are just moments away.
But what if the man knew the regulars? What if he became part of their conversations? What if he was absolutely certain that his important news would be of interest to them, and no one felt like their precious time was being interrupted?
With Digital Audio there is a way you can do this and more, and in “We Need to Talk About the Ws”, we’ll explore the methodology, nuances and techniques you can use to make digital audio creative stand out, and fit in.
Guest blog from Get Carter Productions – partner speaker at HARK Live 2026.