Interview with AdFest 2007 Chairpersons

Interview with AdFest 2007 Chairpersons
Tony Hertz: Language isn't a barrier at the AdFest Radio Lotus Awards

“Radio is my medium. It feels like home, where I'm completely comfortable, and always have been,” Tony Hertz says. “Radio has been my passport to 26 countries and enabled me to share what I know with literally thousands of creative people, face to face, all over the world.”

This highly-acclaimed radio specialist, whose career has spanned over 30 years and 4 continents, is an award-winning agency CD and owner of his own London-based Radio Creative/Production company, Hertz: Radio and Other Clever Advertising Ltd. He was a member of the first Cannes Radio Jury in 2005, and is the Chairman of the first ever Radio Lotus Awards at next year's AdFest.

He laments that radio advertising has not been given the respect it deserves here in the region, or around the world. “In the last few years, I've done workshops in KL, Singapore and Manila. And from them, I'd guess that with few exceptions, radio creativity in the region is in the same state it is everywhere else in the world - lagging behind TV, Print and Outdoor in terms of level of appreciation by advertisers, media people and creative directors, and also - or perhaps therefore - lagging in quality of thinking and execution,” he says.

Entrants to the Radio Lotus awards are encouraged to send in radio commercials in their original language. While judging commercials in a variety of languages can prove to be challenging, Tony has no doubt that it can be overcome. “Language is often seen as a barrier, and the fact that it wasn't at Cannes and won't be at AdFest is the result of 3 factors, all of which involve a lot of work,” he says.

The first factor is the selection of the jury. A team of outstanding advertising professionals with an international outlook and a passion for great radio will make up the AdFest radio jury, representing every regional language. “We all know that judging radio is not easy in any language, and we commit to the hard work involved!” Tony says.

The second is the administration and organization of the entry and judging process. All radio entries must be accompanied by written texts both in the original language and English, and an accompanying paragraph in English to explain cultural and market context. “Personally I would rather see effort put into first class translations and explanations rather than recorded English versions which are hardly ever satisfactory,” he says.

The third factor is a universal truth. “Great advertising in all media speaks to fundamental human needs, and radio is no different,” Tony says. Brands connect to their audiences via great ideas, irrespective of language. “My own experience of conducting radio seminars in 25 countries bears this out – the same commercials touch workshop participants the most, and they are the ones that combine ideas with emotional relevance. Simply put, great radio transcends language.”

“Great radio can be serious, funny, moving, warm, monologue, dialogue, music or a combination of all of them,” Tony says. What makes a creative piece great? “First, is the same as for all advertising – a great idea – a new or different way of looking at a brand, product or service and/or its relationship with its consumers,” he says. “Second – again, same as for other media – immaculate execution. The writing, casting, performances, timing, direction, music, atmosphere must be to the highest possible standard. And third - specifically for radio - does it engage? Does it make emotional contact? Can I listen to it many times without becoming bored? And above all, can I see something?”

Tony is thrilled and honored to be the Chairman of the Radio Lotus jury. “I'm looking forward to working with the jury - under no illusions that it will be easy, but if there's gold silver or bronze in there, we'll find it,” he says.

Interviewed by Angelia Seetoh for adfestbuzz.