One of the world’s best-known authorities on creative radio, Tony Hertz went back to the basics to motivate his audience to turn out better radio in a session at the India Radio Forum 2014.

In his workshop ‘7 Secrets of Creative Radio Advertising,’ Hertz presented a set of concrete tools to inspire participants to create better radio ads.

In a highly-acclaimed and motivating session, which has received enthusiastic feedback in over 30 countries, he demonstrated that the visual element is as vital as the sound for creating great radio ads.

In other words, its up to the creative to paint the picture, which was one of the seven tips he shared with the audience.

Tony has more than 40 years of experience as an agency copywriter and creative director in New York, London, Tokyo, Brussels and Birmingham; and as international radio specialist in London.

Over the years, he has won many awards including both Yellow and Black D&AD radio pencils – the only person to do so, and has served on several awards juries.

He is now based in the Philippines as the Proprietor & Creative Director of Tony Hertz: Radio & Brand Sound.