Maximising Brand Impact with Radio: Kira Colledge on Strategic Advertising

In this episode of The Hop, Matt Taylor-Farrington is joined by Kira Colledge from River 94.9 to explore how businesses can leverage radio in their branding and strategic advertising efforts. Kira dives into the 60/40 mix, explaining how to balance brand building and short-term activations through radio.

They also discuss the latest data from Deloitte, revealing that with shrinking attention spans, brands now need up to 19 interactions to capture a customer's consideration—up from the traditional 7. Kira shares actionable insights on how to navigate this shift and use radio to create impactful touchpoints.