Radiocentre planning director Mark Barber, one of the radio industry’s leading authorities on advertising effectiveness, is stepping down from his role after more than 25 years to take on new challenges and indulge further in his passions for music and writing – occasionally combining the two.
Barber joined the then Radio Advertising Bureau in 2001 following a career as a strategic planner across a range of media agencies, including Universal McCann and Ted Bates. RAB and the Commercial Radio Companies Association merged to form Radiocentre in 2006, and in 2015 Radiocentre officially dropped the separate brand names.
Over the year, Barber has been responsible for developing multiple research projects, including Radiogauge, ROI Multiplier, Generation Audio, Re-evaluating Media and High Gain Audio.
He received an MBE in the Queen’s New Year Honours in 2015 for services to commercial radio.
Radiocentre chief executive Matt Payton said: “Mark has been a joy to work with over the years, as well as a fantastic source of knowledge and inspiration on all matters relating to audio and advertising.
“His body of work is immense and respected around the world. I can only thank him for the massive contribution he’s made to the success of Radiocentre and to commercial radio in the UK”.
Barber added: “I consider myself extremely fortunate to have spent the last 25 years working alongside and supported by so many brilliant, clever, funny and hard-working colleagues, not to mention stakeholders and friends across the industry, all tasked with defining and demonstrating the role and effectiveness of audio for advertisers.
“Hopefully, some of the thinking I’ve contributed – and been lucky enough to share with audio operators around the world – will be deemed to have provided lasting value to the industry that has sustained, challenged and entertained me across this time.
“Added to my previous agency experience, I find myself having worked full-time in advertising and media for over 44 years now, so this feels like an appropriate moment to step back and consider a more fractional approach in the next phase of my life.
Beyond spending more time in his non-exec role with independent media agency December19, Barber aims to take on “new challenges” and invest in his passions for music and writing, adding: “Occasionally combining the two to compose songs that very few people will ever (want to) hear!”
Radiocentre says it will reveal further changes to strengthen its advertising and commercial advocacy team in due course.
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