Clear Channel Adds Marketers in Effort Aimed at Better Spots

Better, shorter, more effective.
That’s what Clear Channel Radio is promising its commercials will be. So the company has announced what it calls its Creative Resource Group.
Jim Cook is added in the new job of SVP of creative services to head the group. Clear Channel said it will also use two companies active in the business of radio creative, Dick Orkin and the Radio Ranch and Roy H. Williams’ Wizard of Ads, as well as marketing consultant Jack Trout. John Hogan called it a marketing “dream team.”
The group is intended to help ad agencies and stations make better ads. It also promises “creative coaching, online toolkits and ongoing direction in the creation, writing and production of compelling ad spots.” It will also be involved in helping the transition to more 30-second spots.