MMA Summit Speaker Interview: Steve Ramsay - Radio Experts

On Sunday 19th August I celebrated my 50th Birthday. In fairness, I’ve been celebrating quite a bit since. Why? Well, I still wear ripped jeans, I wear Nike 270's, I love my leather jacket, I wear a NY Yankees baseball cap and I'm a huge purveyor of Ralph Lauren and Levi’s, so I’m not your stereotypical 50-year-old! The fact is you can't just put a label on this chapter of life, and as a media planner of creative, it’s a complex brief to fulfil. But with age comes class…


WHY IS THE over-50s SECTOR IMPORTANT?

Because once you are there, your perspective starts to change, as do your purchasing decisions. I'm spending on me, my children and my grandchildren - I'm not just buying for today but also for tomorrow. My parents are ageing, and I have an influence on their affairs too. I'm a conduit to maybe four generations!

How much impact can radio have in a campaign targeting the over-50s?

Massive, but the challenge is the age of the planners in the UK. With the plethora of stations and audio platforms in the UK, radio is a "perfect" pick. Advertisers traditionally opt for Classic, Smooth and Jazz, but there's rich turf on many others - the list is endless. There’s never been a better time for creative commercial messaging given the average ages of station listeners, and voice casting.

WHAT KEY POINTS DO YOU HOPE TO HIGHLIGHT AT THE SUMMIT THIS YEAR?

To advocate opportunities within the UK radio marketplace and targeting via the digital audio marketplace.

WHAT’S YOUR FAVOURITE CAMPAIGN THAT HAS SUCCESSFULLY REACHED THIS AUDIENCE?

I'm biased, but Redrow Homes "the very thought of you" ads were just beautiful. Equally Berry Bros’ “no 3 Gin" ad was so utterly simple and silky, but that’s because we produced them!

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