A practical radio guide

Can somebody turn up the radio, please? is a practical guide designed to walk agencies and advertisers through the process of creating effective radio advertising. Focusing on the likability as a key driver for success, the book looks at the full process from how to brief effectively, through assessing the creative team to casting and directing the commercial.

Philip Maes says “I wrote [the book] as a practical guide, not a theoretical piece of science ... I’m convinced that if advertisers and media agencies consider just 25% of the tips I give, their campaign will already be more effective.” Click here to see and hear Philip present his book. egta will soon distribute a copy (including an English translation of the text) to all egta members.

The cost: In a unique special offer, egta members can acquire the rights to publish the book in their national market and promote it with their own company logo and branding. The fee for the rights for your territory is €1,500. (Fee does not include translation and publication/printing).

An inspiring workshop + free rights

Taking the same inclusive approach, Philip offers a workshop for creative people, advertisers and sales house staff in their country. This workshop may be booked at any time.

In addition, although based in Australia, Ralph van Dijk will be in Europe in October or November 2009 and available for a workshop together with Philip.

The cost: The workshop fee for Philip Maes is €1,750 or for Philip Maes and Ralph van Dijk is €3,000. Travel expenses for Philip (and Ralph) within Europe are additional.

N.B. egta members who book the workshop acquire the rights to the book at no extra cost!