Industry body Commercial Radio Australia (CRA) has a new name, new look and new ‘Audio Unlimited’ strategy.
The organisation will now be known as Commercial Radio and Audio, retaining its CRA initialism.
New CEO Ford Ennals, who took over from long-serving Joan Warner, said the refreshed CRA will aim to support media agencies and members with new market and listener research, alongside bespoke audio events to provide agencies with richer data and insights to make the case for the importance of buying commercial radio and audio.
“As CRA heads into the future we will be in a stronger position to serve our members with richer research and insights, advocacy and regulatory work, and provide them with the support they need to seize commercial opportunities in the evolving radio and audio environment,” he said.
As part of this push, CRA launched a new website, and an Audio Planning Tool in partnership with Nielsen.
Ennals said the Audio Planning Tool demonstrates that commercial radio, radio streaming and podcasts are the most effective and affordable way of reaching valuable and hard-to-reach audiences.
“CRA is pleased to partner with Nielsen to provide the Audio Planning Tool which measures the incremental reach of commercial radio, radio streaming, podcasting and on demand music streaming in an easy-to-use online planner. This is available free of charge and will give invaluable data to advertisers and promote the effectiveness of buying radio and audio,” he said.
In addition, CRA will work with Professor Karen Nelson-Field from Amplified Intelligence on a study to further develop audio attention metrics for broadcast audio.
“With the growth in audio in Australia we want to give both radio networks and agencies deeper strategic insights into audience attention,” Ennals said.
“The attention data results from Amplified Intelligence’s research study will support advertisers with all facets of developing powerful audio campaigns for clients from media planning and budget allocation to creative execution.”
The rebranding was revealed at the CRA Board meeting in Sydney, which was attended by Michelle Rowland, the federal communications minister.
Ennals joined CRA in April from Digital Radio UK.
At the time of the appointment, Grant Blackley, CRA chairman and CEO of Southern Cross Austereo (SCA), noted the increased importance of digital for the sector both in terms of listening habits and revenue growth opportunities.
“Ford brings a unique combination of skills and experience to the role having worked with major global brands with a deep understanding of marketing and customers, and leading both television and radio sectors into the digital age in the UK with great success,” he said.
“He is an entrepreneurial change agent and leader in digital transformation, both of which will be valuable skills at CRA as the audio industry is well on its way to digital transformation.
“After a rigorous global search for our new CEO, we are delighted to have someone of Ford’s calibre joining the Australian industry at a very exciting time.”