The appointed creative director will work on helping advertisers to use the radio medium more creatively through effective use of sound in advertising. This will encompass everything from voiceovers, use of music, ideal spot length and general tone of voice of advertising.
Capital already has a service for advertisers called Capital Sonics that enables advertisers to research and develop their radio advertising and use of sound in other mediums in conjunction with Capital. The broadcaster hopes that the new creative director will extend this service.
Reporting to Linda Grant, Capital's strategic marketing director, the creative director is likely to have an agency background.
Grant said that, as well as helping advertisers understand the role sound plays in radio advertising, the appointment will improve the standard of advertising on its own stations.
"Advertising on our stations should be great advertising. We want to keep listeners involved through the advertising content between shows," she said.
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