TG4 has won the first annual Today FM Creative Radio Awards for 2012 with its Time campaign created by Publicis. The ad was chosen by judges Gavin O’Sullivan, DDFH&B, Margaret Colton, Electric Ireland and Today FM breakfast show presenter Ian Dempsey (pictured). A cash prize of €5,000 is split between TG4, Publicis and buying agency MediaVest. The Irish language TV station is awarded €20,000 in airtime on Today FM.
Each month last year, a member of the Institute of Creative Advertising and Design (ICAD), a brand manager and a Today FM presenter selected a winning commercial which was broadcast on a national station in the previous month. The winning team of media planner, copywriter and marketing manager picked up a classic Roberts Revival digital radio and the ad was automatically entered for the grand prix at the end of the year.
The radio ads were judged on a number of criteria. They need to be an idea that provides information while only communicating a single message. The production, sound design and execution of the ads were also under consideration. The ads must provide cutting edge, be distinctive and hit a chord with listeners.