THE AUDIENCE IS LISTENING: THE IMPORTANCE OF GOOD RADIO CREATIVE

There’s something uniquely provocative about sound. In the right place it can speak to our sentiments, resonate with our values, even call forth vivid memories.

“I think it all boils down to audio’s unique relationship with the brain,” says Matt Dickson, national head of creativity at commercial creative company, The Studio at SCA. “Your brain experiences and processes sound before any other sense, so in many ways audio shapes your other senses.”

“Music and memory are also intrinsically linked – music has been known to ’wake up’ Alzheimer’s sufferers and unlock memories they had stopped being able to access. Then there’s the musicality of language. You can say the same word using five different