Creativity in any medium will always involve personal or subjective judgement and radio is no different. It's all about the brief that is supplied to the creative team - so here some pointers to bear in mind:
The brief needs to be clear about priorities. If the ad is thirty seconds long, do we want to spend those thirty seconds getting people to remember the web address or getting them interested in the proposition? It's usually the latter, and these days consumers will know where to find brands on the web.
Download our helpful guidance Briefing Checklist for discussing your radio advert with one of our sales executives.