Our radio campaign for Integra had lots of message masters. It was partly about building their presence and position, partly about encouraging people through the door, sometimes in support of distinct campaigns and always limited to 30-second slots.

You can say a great deal in 30 seconds, but never quite as much as you’d like to!

The whole programme was an exercise in the discipline of being concise, whilst reinforcing key bits of information continuously. The adverts needed to be clear – Integra, what Integra was about and what they wanted the listener to do.

Each advert required its own ‘tone’ and inference, and yet all had to conform to a recognisable style. Despite that conformity, we achieved adverts that spanned seriousness through to humour, all of them professional.