The relaunch includes a creative consultancy, a think-tank made up of industry experts, and a certificate to reward excellence in radio planning and buying excellence.
The RAB has also outlined plans for a training course and a week-long internship programme for promising media planners and buyers.
In addition, the RAB has unveiled an effectiveness tracker to offer advertisers an improved return on investment.
The RAB think tank will meet quarterly under the direction of Martina King, chairman of the RAB.
The think tank members include: Fru Hazlitt, the new managing director for GCap London; Morag Blazey, the chief executive of PHD and head of radio at the IPA; Derek Morris, former chairman of the RAB and chairman of ZenithOptimedia; and Jon Wilkins, one of the co-founders of Naked Communication. The think tank has set aside additional places to be filled by young planners.
King said: "Radio is the natural complement to new media like the iPod and online. commercial radio still delivers the big UK audiences that a series of fragmented and global social networking sites can only dream about.
"These are the stories that need re-telling clearly and powerfully to rebuild momentum for the business and what we have talked about today will remind media buyers and planners that commercial radio is still a fantastic place to advertise."
The news follows the appointment last week of Simon Redican, previously media account director at The Times, as RAB managing director.
_1.jpg)
.jpg)
