Paul Burke – Theatre of the Mind: The Art of Copywriting for Radio

The MCA Prodcast

This week on The MCA Prodcast Pat Murphy talks to author and copywriter Paul Burke, the most successful radio writer and producer in the world. Paul’s written many of the nation’s most-loved commercials and won many awards for his work through the years. As well as being a published author, Paul has recently adapted two of his books for the big screen; films which are currently in development.
Paul shares the reason for his passionate love of radio, and reveals how he was drawn to copywriting. Despite not loving literature at school, it was Paul’s sense of humour that got him noticed and he soon found his love for writing, specifically for audio. Paul looks back on his career, from the early copywriters he worked with that shaped his love of the medium, and considers how writing for radio has changed over the years.
Paul explains what makes for good, effective copy and how copy can vary by platform. He also outlines the skill involved in copywriting and why powerful copy can be the difference between a successful campaign and an unsuccessful one. Paul also argues that talent is an issue in advertising; where our industry used to exclusively attract top creative talent, now talent can explore other avenues like social media, film, podcasting etc. This leads to a greater competition for talent.
Paul and Pat revel in some showbiz name-drops, as they reflect on the best (and worst) celebrities they’ve worked with over the years. Paul shares a story of working with one person in particular who he considers to be the biggest perfectionist in the business and tells the story of why he one time had to stand up to a very demanding agent!
Paul shares some of his favourite audio ads of all time, explains why he loves them and tries to dispel the myth that you can’t have an ad that is good, quick and cheap!

Watch Paul’s favourite ad: Chevy’s – Mother’s Day

Hosted by Pat Murphy

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