MILANO – 2021 will be a positive year for radio advertising investments, after a start that was still affected by the uncertainty generated by the pandemic which led to a 34% decline in January and then 31% in February, which were however compared with very positive months in 2020. This is what emerged during the presentation of Radiocompass 2021, which took place in virtual form for the health emergency, with introductions by Fausto Amorese (President FCP – Assoradio) and Roberto Binaghi (Chairman & CEO Mindshare).
From the partnership FCP-Assoradio and Mindshare – GroupM media agency – for the fifth year comes the relaunch of the now inevitable promotional and in-depth event dedicated to radio and the opportunities it offers. “The radio has shown its resilience during the pandemic,” explained Amorese and Binaghi. “It has a central importance in all-round communication strategies, not only for the tactical communication of the last mile but to build the positioning of brands. The program of Radiocompass 2021, richer than the usual one, will put us in a position to make to appreciate the capabilities of this medium to all the public “.
Hence, the Radiocompass edition will focus on the story of the effectiveness and efficiency of the radio in bringing business results, benefits in terms of ROI and return on investments.
The required format of the event for this year will be digital, with three events in streaming, each of which is dedicated to the deepening of different strategic aspects of the medium.
The first Radiocompass appointment will be held on Thursday 15 April from 10:00 to 11:00 with a session dedicated to the effectiveness of radio campaigns (“La Radio renders”) during which the “fundamentals of radio” and the state of health of the medium will be studied in depth. In addition, numerous successful houses will be presented, while the closure will be entrusted to a panel of professionals from the world of companies who will share their experiences of using the vehicle.
Per Thursday 6 May, always in the slot 10: 00-11: 00, The second meeting will be dedicated to the role of radio in the media mix and in particular to how this medium can play a fundamental role in building brand awareness and brand equity (“La Radio constructs”). Also in this case there will be a theoretical framework, accompanied by some successful case histories. At the end there is a panel with some of the most important Italian creative directors who will give testimony of their approach to radio communication
The closing of the works will be Thursday 27 May with an early evening session in the slot between 17:30 and 19:00 in which the future of radio will be discussed (“La Radio innova”) and the best campaigns and the most interesting initiatives of the last 18 months will be celebrated (“La radio rewards “). This meeting will be attended by Erica Farber, President and CEO of the US Radio Advertising Bureau (RAB USA) who will give her vision on the prospects of the medium while the award ceremony will be enlivened by the intervention of some of the most loved radio personalities.