I’ve always had a reverence for the power of audio. It probably started when I was a kid, sat there, in the cinema, as the drums, brass and strings of the 20th Century Fox fanfare blasted me out of my seat and into a far-flung universe before a frame of film had even flickered. I carried the fascination into advertising, but right from the start it puzzled me why so many radio commercials were so poor. Perhaps it’s because bad radio is easy. Good radio takes work. I vowed to try and tip the scales.