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Helping agencies navigate the New Zealand radio landscape

New Zealand has more radio frequencies per capita than any other country in the world. The good news is that gives advertisers exceptional opportunities to target both niche and national audiences - but it can make the campaign planning process a little daunting!

Unbiased & tailored radio advertising advice

That’s where The Radio Bureau comes in. A single source for radio advertising, we help advertisers navigate – and optimise - the New Zealand audio landscape. We take pride in working alongside advertising agencies and their clients to provide the most comprehensive, effective and impartial radio solutions possible.

Why choose radio?

We could write a 10-page (and completely unbiased) essay on this. But in a nutshell, Kiwis listen to radio. Over 76% of them each week in fact. Our diverse range of radio brands and personalities each have a dedicated band of loyal listeners, giving advertisers a unique platform to tailor stories to specific target audiences.

And these stories have reach far beyond the airwaves. Today’s radio traverses the digital space too, with video content and social media engagement now key components in the radio advertising toolkit.

Best of all radio is flexible. Big budget or small, long-term brand building or one-off sales, national or regional – The Radio Bureau can cater to all campaign needs.

SPECIFIC TARGETING & REACH

Radio is great at targeting & reaching your key audience, different stations attract different listeners. This gives advertisers the opportunity to talk selectively to the groups they are most interested in.

RADIO CUTS THROUGH

listeners tend to be doing something while they are listening to the radio. This means that they don’t feel the need to fast forward the ads like they do with TV. RAB Research suggests that radio has one of the lowest levels of advertising avoidance of any media.

IT MULTIPLIES OTHER MEDIA

Radio has been proven through several different pieces of research to multiply the effectiveness of the media it’s used in conjunction with. Whether it’s TV, Press, Online or Outdoor adding radio to the mix boosts overall campaign effectiveness.

IT DRIVES A RESPONSE

Recent RAB research found that using radio boosted online brand browsing by 52%. This study also found that radio is on average 4x more cost-effective at stimulating brand browsing than other media combined.

"SHARE OF MIND"

Radio listeners tend to spend a lot of time with radio (on average almost 17 hours per week). Add to this the lack of clutter on radio compared to TV and Press, and a brand which is big on radio can create a disproportionately large share of mind for itself.

RADIO IS A FRIEND

Listeners use radio for emotional reasons: to cheer them up; or to keep them company when they’re on their own. So, radio is a kind of friend. What a great context for an advertiser. It’s even more powerful when advertising extends into programming itself through brand integration, sponsorships and promotions.

Meet our people

Peter Richardson

General Manager

peterr@trb.co.nz

021 2227969

Peter has been with TRB for 15 years, initially as Finance & Operations Manager before taking over the reigns as General Manager in 2015.

During this time he has overseen the implementation of key projects such as TRB’s radio planning software, TRB Advantage.

His role is to ensure the team at TRB deliver high quality radio solutions to agencies and clients. He is proud of TRB’s position as a professional, impartial radio organisation.

Outside of work Peter is a keen (if aged) footballer and is on the Board of his local club. Also, together with his wife, he runs a hotel and taxi service for his two teenage sons.

Jane Hitchfield

Account Director

janeh@trb.co.nz

021 926808

Jane is a multiple award winning Sales Director.

She is one of the most experienced and accomplished sales people in the NZ Radio Industry.

With over 25 years’ experience in radio (and television), Jane understands the agility required to keep ahead of the latest media and audience trends. She willingly embraces change in the media landscape.

Jane and her team ensure that her clients are provided with the most effective media solutions. Her client/agency relationships and providing the highest level of service, are of primary importance.

Her knowledge, understanding and strong network within the radio and wider media industry make her an asset to the agencies and clients she works with.  

Whilst Jane works with the largest agencies and clients in radio, she also enjoys working with smaller boutique agencies and developing new business.

Jane majored in Education and English at Auckland University.

Karen McPherson

Account Director

karenm@trb.co.nz

027 2290034

Karen is an Account Director at TRB who is passionate about radio. She has close to 20 years of experience in the industry, as well as having worked for a time in the print industry.

She works hard with her clients to find effective media solutions using all the platforms that radio has to offer, and in turn the best possible results. Some of the key clients she works and has worked with include Farmers, Countdown, McDonalds and Spark.

Prior to this she was an Account Director with Fairfax NZ.

Jennifer Came

Account Director

jenniferc@trb.co.nz

027 2632537

Jennifer is a sales professional who is passionate about helping her clients achieve their objectives through her media and business experience.

In her current role as an Account Director, she works with advertising agencies promoting radio, generating creative business solutions and providing efficient campaigns that deliver overall performance.

Prior to this she worked in the world of cinema offering business opportunities at EVENT Cinemas and later Val Morgan Cinema Network.

Fraser McGregor

Account Director

fraserm@trb.co.nz

021 363933

Fraser’s role at TRB sees him returning to radio after a near 20 year hiatus from his first ever media role at Channel Z. Since then he’s worked across a variety of positions including agency side both in planning and client service. Additionally he’s ran his own businesses for nearly a decade across the publishing, content and digital spaces.

When not working, he’d rather be sailing but in reality spends most of his time chasing his two small boys in circles.

Thomas Raybould

Senior Planner & Account Manager - Christchurch

thomasr@trb.co.nz

021 2685227

Tom is a Senior Radio Planner that works hard alongside agencies and the radio networks to promote radio and achieve great results for his clients. As a Senior Planner, Tom helps his agencies to put together smart and effective radio campaigns while also giving understanding and insight into the latest happenings in the radio industry. He has worked at The Radio Bureau since his last year of University in 2013 as a casual, after graduating he started as a Sales Co-ordinator, moving to his current Planning role after a year and a half. Tom is a Bachelor of Communication Studies graduate from AUT with a major in Radio.

Sheridan Hill

Content & Marketing Manager

sheridanh@trb.co.nz

027 460 8688

Sheridan is a passionate marketer and radio native, with over seven years in the industry. In her capacity as TRB’s Content & Marketing Manager, Sheridan develops strategies to champion radio as an integral and effective advertising channel. Previous roles include Trade Marketing Brand Manager at NZME and Marketing Planning Manager at Global Radio in the UK. Prior to this she also completed AUT’s Bachelor of Communications majoring in Radio and even spent some time on the Radio Hauraki promo team.

Kenneth D'Souza

Senior Planner

kennethd@trb.co.nz

021 1425936

Kenneth is a planner who is really passionate about radio and planning.   He has worked in media all through his career both at an advertising agency as well as at the media supplier side.

In his current role as Senior Planner, his goal is to deliver optimal radio planning solutions that help clients achieve their marketing goals. In addition, Kenneth also looks after the ratecards, works closely with the software support team regarding improvements to the planning software and also works closely with the RBA Radio Research Committee.

Prior to this he worked in Colenso BDDO / OMD as a research analyst with a focus on market modelling to quantify the effects of advertising and other marketing variables on sales. Prior to that, he worked at Leo Burnett and Lowe Lintas in India.

Kenneth has a MBA with a specialization in Marketing from JB Institute of Management Studies, India.

Michael Matthews

Senior Planner

michaelm@trb.co.nz

021 1131779

Michael is a Senior Planner at the Radio Bureau.
 
He works with his agencies to deliver the best possible schedule for each campaign to ensure the client achieves their marketing goals.   

Prior to this he worked for Roy Morgan Research as an account manager and before that as a Marketing Analyst for Allied Domecq and Beam Global in the UK.  

Michael has a BA (Hons) in Marketing and Business management which he completed in the UK at Bristol University (UWE).  

Outside of work (and sometimes at work) Michael can be found passionately watching his beloved Manchester United or playing some form of sport.

Jessica Collins

Planner

jessicac@trb.co.nz

021 229 8080

Jessica ventured across the ditch to bring over her experience from working for one of Australians largest media companies across the digital and print platforms. She graduated with a Bachelor in Communications, majoring in Theatre and Media, in 2012 and has worked across several industries since. Jess is passionate about working closely with clients and agencies to achieve great results through strategic planning. Outside of the office you can find her exploring her new city, testing her knowledge at a pub quiz, going to the beach or cutting some serious shapes on a dance floor.

Ryan Williams

Junior Planner

ryanw@trb.co.nz

021 265 7045

Ryan graduated with a Bachelor of Commerce majoring in Marketing and Management from Victoria University of Wellington in 2019. In his spare time he enjoys watching and playing sport or kicking back and relaxing with some Netflix.

Ellen Atkinson

Planner

ellena@trb.co.nz

021 1366 288

Ellen is a Radio Planner that works with networks and agencies to provide campaigns that perform effectively for the clients to reach their business goals. These plans are created using the most up to date survey numbers and considering what is happening within the radio industry at the time.

Ellen started working at The Radio Bureau at the end of her final year at university as an intern, after graduating at AUT with a Bachelor of Communications she took over the role of office manager and accounts assistant. Following on she became a Sales Coordinator then stepped up into her current role as a Planner.

Julie Cannon

Senior Sales Co-ordinator

juliec@trb.co.nz

021 2169975

Hannah Bourke

Sales Co-ordinator

hannahb@trb.co.nz

021 039 3137

Graduating with a degree in Communications majoring in radio, Hannah left AUT as the top radio student for her year and started her career in radio at TRB. She is a Sales Coordinator at TRB and works closely with Karen and Michael to get the best content on air for her clients. If she’s not at work, you’ll find her running around on the hockey turf where she spends most of her extra time.

Liam Edkins

Sales Co-ordinator

liame@trb.co.nz

021 791754

As a communications graduate majoring in radio, Liam has spent the majority of his industry career as a brand ambassador and promotions assistant. He works closely with Jane and Kenneth as a Sales Coordinator and is a firm believer in building strong relationships with clients to ensure their campaigns perform exceptionally.

Liam has a strong passion for music. If he’s not in the office he’s usually at home making music and reading up on the latest pop culture headlines.

Siobhan Cuthill

Sales Co-ordinator

siobhanc@trb.co.nz

021 0292 4053

Siobhan is a Bachelor of Communications Studies graduate from AUT, majoring in Radio. She has just started her career in radio as a Sales Coordinator at TRB. Outside of work she has a passion for music, binging Netflix and spending time with her friends and family.

Bianca Deyzel

Office Manager and Accounts Executive

biancad@trb.co.nz

021 0868 3167

Bianca is a dedicated and goal-orientated management and administration professional with almost 15 years of supervisory management and administration experience.

In her spare time she loves to go running and the biggest personal goal she has achieved was completing the 56km Two Oceans Ultra-marathon in Cape Town, South Africa.

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