In around 2000 I completed the course he wrote for the RAB in the USA.. the Certified Professional Commercial Copywriter Course. I was the first person outside of the USA to get the qualification (according to the RAB the first person outside of Texas!). I learned many new things, but also things I already knew were organized logically, and received wisdom was challenged. (For example the section on client voiced commercials opened my eyes to a different way of thinking about it, when most radio writers threw their hands up in despair at the mere mention.) I am about to put 2 of my staff through the course, because it’s as relevant today… and in Kenya… as it was 10 years ago in the UK.
I’ve since been fortunate to attend his seminars in both Paris and London… enjoyed a car journey with him from Bristol to Northampton, and kept updated by his blog on both his travels, thoughts on advertising, and his experiences around the world.
If you are a radio advertising copywriter at a radio station or at an agency, take the CPPC course. It’s around $350 from the RAB. Also, sign up for his advertising email.
If you’re a client or a sales person read some of his articles and advice, even take the CPCC to get the insight on how radio advertising works.
If you are a radio station owner, book him for Advertising seminars for your commercial team.
You may not agree with EVERYTHING he says, but you will at least be able to organize your thoughts and formulate your opinions based on clear arguments and discussion.