I absolutely love this new campaign from Radiocentre. We have been talking about personalised content for a good 4/5 years now, but no-one has really mastered it. This is the first campaign that has caught my attention - and I can't wait to see the next one targeting another CMO.
In a crowded content space standing out is harder than every before. Personalisation is one way to do that - and it is very effective. Keith Weed's response is classy too.
If brands or organisations want to cut through and be more relevant then trying to personalise that content in a fun and engaging way is one route to consider.
Radiocentre, the trade body for UK commercial radio, has directed a new campaign directly at Keith Weed, Unilever's marketing boss, with a rap