Wisdom from the creative (pt 1)

Some of the world's best radio creative writers are within our industry right here in Australia.

Creative people helping build small and large Australian businesses with strategic marketing ideas that they literally pull out of thin air on a daily basis.

Our sales teams can’t live without them. Our production teams are oiled by them. They are the proverbial ‘meat in the sandwich’ between an often nervous client, an eager sales executive, and an Alpha Sales manager with a monthly budget that is ever increasing.

So, if you have ever desired to work in jeans and a t-shirt, today could be your moment to find your ‘inner creative’.

I asked a series of questions to some very clever creative’s … you can read their wisdom below. But first let’s meet them.

	Peter Sinclair Creative Director – ARN Sydney
	Jonathan Williams Creative Director – SCA Melbourne
	Geoff Bickerton Network Creative Director at Australian Radio Network
	Geoff Esdaile 17 years as Senior Creative Writer – SCA Brisbane
	Ralph Van Dijk Co-Founder, Creative Director, Eardrum

Daryl: When did you first realise you had a desire to be a creative writer in radio?

Peter Sinclair – Creative Director – ARN Sydney

I kind of fell into it, rather than sought it. I had a Communication degree and was looking for an opportunity in the Media when I was offered the prestigious position of office boy at 2DAY! Then I became “cart boy” (with actual carts!), struck up a friendship with the copywriter, and he convinced the GM he needed another writer to help out.

Jonathan Williams – Creative Director – SCA Melbourne

I originally started in TV, but when the show I worked on got axed I found a freelance gig at a radio station. I loved the fact that I could write something one day and have it on air the next – the instant gratification of seeing your words and ideas come to life almost instantaneously was a real buzz (especially in the era before social media.)

Geoff Bickerton – Network Creative Director at Australian Radio Network

Working for my brother in a take-away food business in the country, he asked me to look after the advertising. I quickly realised I had a knack for communicating, involving listeners and telling stories (usually humorous) on radio on behalf of the business. I gained a reputation in that area quite quickly, so when a job came up as the station’s copywriter (when regional stations still had writers on-staff), I went for it and got it. That was 26 years ago.
https://radiotoday.com.au/music/GeoffBikertonMinda.mp3
or hear it here

Geoff Esdaile – Senior Creative Writer – SCA Brisbane

I didn’t know I had a desire, that came later.

At first it just was being funny, writing funny stories, doing impressions of what radio commercials sounded like. It was only when I was given the chance at a radio station in Cairns that my personality and the job came together. The more clients I had success with, the more I wanted to get better, the more I wanted to learn. Then desire finally arrived.

Ralph Van Dijk – Co-Founder, Creative Director, Eardrum

I was about 21, working in an agency and realised that of all the briefs I worked on, radio gave me the most creative satisfaction.

Unlike TV I wasn't bound by budget and the process from concept to finished product was much shorter. Most importantly I felt I was able to connect with the audience more intimately.

Daryl: What do you love the most about writing for radio clients?

Peter Sinclair – Creative Director – ARN Sydney

Those rare occasions when a client allows me to develop a compelling marketing strategy that is well executed and it works.

Jonathan Williams – Creative Director – SCA Melbourne

I love it when clients take a chance and trusts in your knowledge and experience – that’s when you can really enjoy sharing their success with them.

Geoff Bickerton – Network Creative Director at Australian Radio Network

Clients who ‘get’ that I ‘get it’ and leave their communications in my hands. I fully respect of course that a client is passionate about their business, but that passion is a double edge sword, in that the things that are important to them are not usually important to their customer. I love it when a client finally understands that and has enough confidence and trust in me to let me communicate on their behalf.

Geoff Esdaile – Senior Creative Writer – SCA Brisbane

I love the ‘trick’ as I call it.

The trick is finding that idea that will sound great on air. Some call it the “a-ha” moment. The combination of idea, words, voice and campaign. I also love account managers who love it, clients who love it and customers that respond to it.

Ralph Van Dijk – Co-Founder, Creative Director, Eardrum

I don't write for radio clients, I write for radio listeners. I love the intimacy of the medium.
https://radiotoday.com.au/music/RalphVanDHBF.mp3
or hear it here

Daryl: What do you dislike most about writing for radio?

Peter Sinclair – Creative Director – ARN Sydney

Those all too frequent occasions when clients want their ad to sound like everyone else’s.

Jonathan Williams – Creative Director – SCA Melbourne

Disclaimers! (Sorry, it’s a one word answer) Yes, definitely disclaimers.

Geoff Bickerton – Network Creative Director at Australian Radio Network

Most writers will say the lack of time, but that’s part and parcel of the business, and one of our selling points against other media.

I’m too old and experienced to be frustrated by the things that frustrate radio writers – they are what they are, and are out of our control.

And like a well learned person has said, don’t waste time worrying about or working on stuff you can’t control – rather work on the stuff you can control. 
There’s not really much to dislike about what I do to be honest.

I’m blessed.

Geoff Esdaile – Senior Creative Writer – SCA Brisbane

I think I dislike missed opportunities. The opportunity to do great radio is always there. But you can always miss the opportunity when bad timing or bad outside influences get in your way.

Not only do you think “if only…” in the short term but the client might lose the opportunity and lose confidence in radio all together.

Ralph Van Dijk – Co-Founder, Creative Director, Eardrum

Radio is the most unforgiving medium which means it's a demanding process for any self respecting writer.

Daryl: When you are stuck on a script, how do you get your creative juices flowing again?

Peter Sinclair – Creative Director – ARN Sydney

The biggest blockage to creative juices is when a client lacks any compelling point of difference.  If a client genuinely has something interesting to say, finding an interesting way to convey it is so much easier.
https://radiotoday.com.au/music/PeteSinclairRadioHome.mp3
or hear it here

Jonathan Williams – Creative Director – SCA Melbourne

Take time away from the brief (and the desk), get a fresh perspective from other people, listen to great work for some inspiration, boil down the brief to a single thought so you don’t get stuck in the detail.

Geoff Bickerton – Network Creative Director at Australian Radio Network

Two ways.

First way, write. Just write. I find that the flow of writing and stitching words together has a way of creating phrases, sentences or even paragraphs that can give rise to new thoughts, directions and ideas, or worse case cement the path you’re on.

Second way.

Walk away from it. Do something else. Rely on your subconscious to solve the problem.  It’ll happen, probably quicker than you’d think!

Geoff Esdaile – Senior Creative Writer – SCA Brisbane

The best way to get the creative juices flowing again is to forget the script.

Step back and have a conversation with someone who may have bought this product or lived thru this emotional moment.

The conversation more often than not leads to an insight, insight leads to understanding and a point of view to talk to people in their cars, kitchens and workplaces. Truth provides tremendous inspiration.

Ralph Van Dijk – Co-Founder, Creative Director, Eardrum

I always find inspiration by focussing on the target listener. Who they are, how they live and what they want. Then I simply let them do all the talking.
 

In Part 2, the panel give tips on how to win an ACRA for writing, and we discover what the ‘killer instincts’ are in young upcoming creative writers.

Daryl Missen has won many international radio awards and has over 20 years experience in audio production for radio, television and cinema. He is a Sound Designer for Mix 101.1 Melbourne and runs www.RadioPromoTips.com