In it's ongoing quest to reduce clutter and transition some local :60 second spot advertisers to :30s, CC Radio announced the creation of the "Clear Channel Radio Creative Resource Group." The group, launching this fall, will be a resource to ad agencies and local stations, assisting them in creating engaging and memorable radio ads, offering creative coaching, online toolkits and ongoing direction in the creation, writing and production of spots. The group will also conduct comprehensive training of CC Radio staffers to ensure that sales and creative staffers are indispensable resources in the quest for more compelling content.

"Reducing the number of ads and promotional clutter is only part of the answer," said John Hogan, CC Radio CEO. "We, as an industry, must also do a better job of using the power of our medium to engage and enchant listeners with better creative."

In July, CC announced its "Less is More" plan to reduce promotional clutter and ads running on CC Radio stations. The group is also expected to play a significant role in aiding the transition to more 30-second spots.

"We are taking a stewardship role in radio advertising and our main objective is to serve our local radio stations' commercial needs in the 'Less is More' environment," said Jim Cook, SVP/Creative Services. "30-second spots will be more effective because we will focus on single messages, rather than competing against ourselves in-spot with multiple messages. The results should be more effective spots for advertisers."

Leading the group, which will focus initially on training local station staffs, will be creative vet Jim Cook, who will serve in the newly created position of SVP/Creative Services.

Also vital in realizing the group's goals will be creative and marketing experts at Dick Orkin and the Radio Ranch and Roy Williams' Wizard of Ads. Both shops will design and execute comprehensive training of local CC Radio staffers.

And assisting will be marketing guru Jack Trout, co-author of The 22 Immutable Laws of Marketing.