Radio and audio ads are thriving in the digital age, and South Africa has a strong track record of global wins in this discipline. In this episode, guest host Grant Sithole, CCO of Dopemine, talks with Sbu Sithole, CCO of The Odd Number, and Ravi Naidoo, Programme Manager at Jacaranda FM. They cover new opportunities, the craft, and some behind-the-scenes insights into making great radio work. In this episode: 00:00 Introduction to Radio and Audio Ads 00:51 Welcome and Guest Introductions 02:42 The Evolution of Audio Advertising 02:47 The Boom in Podcasting and New Audio Formats 05:04 The Power of Radio: Theatre of the Mind 08:01 Crafting Great Radio Ads 13:38 Challenges and Opportunities in Modern Radio Advertising 19:03 Nostalgia and Iconic Radio Campaigns 20:59 Insights from a Veteran Programmer 21:08 Engaging Branded Content 21:15 Creative Advertising Examples 21:58 The Importance of Open-Mindedness in Media 22:47 The Odd Number's Unique Flavour 23:34 The Recipe for Effective Radio Ads 27:07 The Role of Gut Feel in Advertising 27:32 The Courage to Pull an Ad 34:12 The Power of Shorter Ads 37:02 Final Thoughts and Future Possibilities