With over 300 Commercial Radio stations, more than a dozen Sales Points, Digital Radio, Freeview, Internet Radio... and more services appearing every month, planning and buying a radio campaign can be a time consuming and confusing process.
But it doesn't have to be:
Radio Works is the UK's premier radio advertising specialist, dedicated to providing advertisers and agencies with a single point of contact for every radio station in the UK and Ireland. Being completely independent they can offer an unbiased opinion of the most suitable options.
Radio Works currently plan and buy radio advertising for over 250 advertisers and agencies worldwide and now employs 26 people across three UK offices. Their planning and buying operation now encompasses the European Commercial Radio marketplace. They also provide below-the-line solutions that go 'beyond the spot' and offer full creative and production facilities.
The company was established in 1990 by Michael Charnley-Heaton to provide Advertisers and Agencies with a specialist one-stop shop for all UK radio stations.
As their clients grew so did Radio Works. One such client was Vodafone and in 1996 Radio Works planned and bought their first ever UK wide radio campaign to launch their new national retail operation.
Radio Works has brought together some of the industry's most renowned talent and they can now boast the UK's most experienced team of radio professionals, of any company outside of the industry itself.
Why Use a Radio Specialist?
You can only be successful and have longevity in radio sales if you know how to make radio work for the advertiser…if you don’t, it’s a very short career! 
Michael Charnley-Heaton, Founder and Chief Executive,
Radio Works
The time needed to see all the media owners and explain the same brief up to seven or eight times is a huge problem. A solution that liberates valuable time would be welcomed by the whole industry.
Media Director, Major Northern Advertising Agency
Consolidation (in the radio industry) will also lead to less sales points, which would be a boon as one of the main irritations for agencies and advertisers about using radio is the plethora of phone calls they have to make.
James Bainbridge, MediaWeek, April 12 2002
Radio sold by the stations is short term in its outlook, always driven by their monthly targets. This leads to constant fire-fighting to achieve revenue short-term. In turn future business suffers from a lack of medium-term planning, missing many strategic and seasonal opportunities.
Media Director, Major Midlands Advertising Agency
The media owners are out of sync, they operate in a way that dramatically reduces the chances of most of my clients using radio. When we receive a client brief, we consider the options, develop a compelling strategy, recommend a plan, the client buys it. Then we implement the plan, buying the media as competitively as possible. The point being, the first the media owner knows is when the plan is implemented, at which it is only a rate negotiation. The decision to use the media was made long before. This situation dramatically reduces the chances of radio happening for most of my clients.
Managing Director, Major London Advertising Agency
