Radiocentre Puts Audio Front of Mind With Targeted OOH
Radiocentre is taking its message about audio advertising directly to the people deciding where media budgets go.
The organisation has returned with a new burst of outdoor activity for Advertising Amplified, complementing its ongoing audio campaign and putting audio front of mind among some of the UK’s biggest media agencies.
Targeting the Agency Commute
The campaign uses new digital roadside six-sheets in carefully selected locations close to leading media agencies in London and Manchester.
These include agency hubs connected to Carat, Goodstuff, Havas Media, John Ayling & Associates, MG OMD, OMD, Publicis, T&P and WPP Media.
The executions call out agencies by name, making the campaign feel direct, relevant and hard to ignore.
OOH That Works Around the Working Week
The six-week campaign was developed by Weber Shandwick and planned by December 19.
Alongside roadside digital six-sheets, the rollout includes London Underground and mainline train station locations.
That media mix is designed to reach agency staff during their commute to and from the office, keeping the benefits of audio visible throughout the working week.
Audio Supported by Outdoor
The campaign is built on a simple media truth: audio can be powerful, but even audio benefits from smart amplification.
Radiocentre’s audio ads, voiced by comedian Dianne Morgan and produced by Radioville, have continued to run through the summer, with new executions set to launch in the autumn.
By pairing audio with OOH, Radiocentre makes its own argument through the media plan itself.
Why the Campaign Works
- It targets decision-makers: The campaign is placed near the agencies that influence major media budgets.
- It uses contextual relevance: Calling out agencies by name makes the message feel specific and personal.
- It owns the commute: Roadside, Underground and station media reach agency staff as they move through the workday.
- It reinforces the core message: OOH supports the audio campaign while proving the value of media amplification.
- It keeps audio in consideration: The campaign reminds planners and buyers to think about audio when building effective media mixes.
The OOH Lesson
B2B OOH works best when the audience is clearly defined and the placement strategy is precise.
Radiocentre is not trying to reach everyone. It is using outdoor media to reach the people who matter most to the category: agency teams, planners and buyers.
That makes the campaign a strong example of how OOH can influence professional audiences in the real world, especially when placed around offices, transit routes and daily routines.
Bottom Line
Advertising Amplified shows how outdoor media can be used to sell another medium.
By placing agency-specific messages close to media offices and commuter routes, Radiocentre turns OOH into a timely reminder of audio’s role in campaign effectiveness.
The message is simple: if brands want their advertising to work harder, audio deserves to be front of mind.
Frequently asked questions
What is Radiocentre's Advertising Amplified campaign?
Advertising Amplified is Radiocentre's campaign promoting the power of audio advertising to amplify the effectiveness of wider media campaigns.
How does the campaign use OOH?
The campaign uses digital roadside six-sheets, London Underground and mainline train station placements near major media agencies in London and Manchester.
Who created the campaign?
The outdoor campaign was developed by Weber Shandwick and planned by December 19.
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