Radio specialist Eardrum launches digital offering
The agency has picked up four clients with integrated campaigns since January offering digital design, which can also be carried into print, as well as social and SEO services.
Ralph van Dijk, Eardrum’s founding creative director told Mumbrella:
“From our perspective it’s campaign optimisation. In the past we’ve been a component of the campaign but more and more our clients have been focusing on radio with online. It was been frustrating to have our ads drive a consumer to a website that was substandard.”
Van Dijk said that radio is maintained as the lead medium with everything else integrated.
The agency’s founding client was the Commonwealth government department, DEEWR, the department of education, employment and workplace relations, with a campaign for youth allowance.
Since then Eardrum has done work for another commonwealth government body, Commercial Radio Australia and NRMA.
Of the relationship between radio and digital, Van Dijk said: “The main similarity is they are both intimate one-to-one mediums. You’ve got the emotional aspect of radio pushing, and the rational of digital pulling. And the visual look and feel should reflect the way the ratio ad is making you feel.
With the expansion has come a digital team of two, James Carter as digital designer, who has a background creating digital executions for radio companies, and Justin Cohen, SEO Specialist, whose background was as a radio journalist, who went to copywriter to online communication specialist.
Last month Eardrum won a Cannes Gold Lion for Earphone Bully, the radio and online anti-bullying campaign they produced for Sapient Nitro. This was Eardrum’s second Cannes Gold Lion in as many years.