The average American listens to 14 hours of radio each week and 93% of listeners don't skip commercials, according to Nielsen Audio. Simply put, they are a captive audience for advertisers.
Now, two former Leo Burnett executives, Darren Wright and Dave Skinner, are launching Hyperbolic Creative, a full-service agency to concentrate solely on radio advertising.
Wright and Skinner will serve as the executive creative directors. Conor Murphy, Sean Elias-Reyes, and Julian Rebolledo will serve as co-founders and managing partners. They will be joined by staff of around 10 on site and an off-site writer pool.
"We have thought for a long time that radio advertising was being underserved creatively, not by choice of the large agencies, but as a consequence of the pressures of TV budgeting and the mad scramble to social and digital marketing," say Wright and Skinner. "As we are working on radio every day, we saw that this could be done better and decided to put a team together. We are launching now because we feel we have the best team in radio advertising and that our team is the equal of any team at any agency on any account in any medium."
The New York City-based office will host a recording studio, radio casting, and production facility to offer end-to-end services to clients. Currently, Dreamworks Animation, the BBC, HBO, Paramount and Nickelodeon all produce content at its location.
“Here’s what Hyperbolic Creative brings to the table: two executive creative directors with 20+ years of experience making national brands stand out, a fully dedicated radio casting and production facility in midtown Manhattan, 50 award-winning writers, and a team that knows the nuts and bolts of radio. We look forward to putting all of this talent and all of our resources to work for your brands,” the agency’s founders said.
Wright and Skinner join Hyperbolic Creative after launching the New York office of Leo Burnett. Previously, at BBDO, they led the charge in transitioning AT&T into the number one mobile brand in the world. Throughout their careers, they have created award-winning work for the NFL, Sony, and the United Nations.
The agency's name was an obvious decision, said Elias-Reyes. "When you endeavor to open a business you naturally want it to be the best. We want all of our clients to think of us in the most hyperbolic terms possible. … We want our clients to have the best creatives working to give them the best spots possible."
Still, they admit it will be a challenge to get brands to embrace radio over newer, trendy channels. "Our major challenge is to educate clients and show them that radio is an incredibly powerful platform," say Wright and Skinner. "The numbers could not be clearer. Radio is the best bang per dollar spent in advertising - by a wide margin. Is it ok for your radio advertising to be just ok? We think no."