Radio & Audio

The Radio & Audio Eurobest Award celebrates creativity that is wired for sound.

Entries should demonstrate work that communicates a brand message through audio excellence, sonic innovation or superior aural storytelling across the airwaves and digital streams.


Criteria considered during judging will predominantly be the idea and the execution.

There is no overall limit to how many times the same piece of work can be entered into Radio & Audio as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Radio & Audio: Sectors’.

In Sections A & B, each execution constitutes one entry and all executions must have run in the eligibility period. In Sections C & D, multiple executions can be entered as one entry. However, all Radio & Audio executions must have run in the eligibility period.
A. Radio & Audio: Sectors
The same entry can be submitted only once in this Section

A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
* All fast food entries should go in A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains.

A02 Healthcare.
Pharma, OTC drugs, wellness.

A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport and travel related services, including public transport and tourism boards. All entertainment and leisure related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.

A04 Media / Entertainment.
Music, film, television, publications & media, books, news, digital platforms, other media.

A05 Consumer Services / Business to Business.
All commercial public services, Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.

A06 Not-for-profit / Charity / Government.
Government, public information, other not-for-profit, military, charities, non-profit.
* All CSR work should be entered in the relevant sector and/or D07. Corporate Purpose & Social Responsibility category in Section D Culture & Context.

B. Excellence in Radio & Audio

B01 Use of Music.
Including, but not limited to, original composition, licensed recordings or adapted / altered versions of an existing recording.

B02 Sound Design.
The process of specifying, acquiring, manipulating or generating audio elements. Including, but not limited to, sound effects, location recordings, 'atmos', etc.

B03 Script.
Scripts that bring to life a brand idea or message into an audio context.
* Scripts should be specific to the audio medium. Scripts for film work will not be accepted here unless it ran as a standalone audio content.

B04 Casting & Performance.
The overall delivery of the script through performance. Including, but not limited to, tone and pacing, use of accents or impersonation etc.

C. Innovation in Radio & Audio
Innovative use of radio / audio to communicate a brand’s message. Work that enhances and reinvigorates the consumers’ experience by allowing them to engage with and respond to the radio/audio content.

C01 Use of Radio & Audio as a Medium.
The innovative or creative use of radio or audio as a medium, with evidence of how it was used in a creative and innovative way to communicate the brand’s message.
* If you are submitting a series please upload all executions in a single mp3 file with a gap denoting the start of the next execution.

C02 Use of Audio Technology.
Forward thinking ideas which directly enhance the experience of the listener. Including, but not limited to, use of apps or mobile, voice technology, web technology, software development and technology that demonstrates a development in the production process and distribution of audio.
* If you are submitting a series please upload all executions in a single mp3 file with a gap denoting the start of the next execution.

C03 Voice-Activation.
The creative application and use of voice platforms and voice activated technologies. Work that uses interactive, immersive storytelling, and audio to drive engagement and enhance the experience of the listener.

C04 Branded Content / Podcasts.
Paid-for, sponsored or brand funded content / programming on all audio platforms including radio stations, streaming platforms, podcasts or programme sponsorship. Content that exemplifies the brand message / ethos and enhances the experience of the listener.
* Please supply a sample mp3 file of up to 10 minutes

C05 Audio Led Creativity.
The innovative integration of multiple audio driven elements or channels that complement and build on each other to communicate the brand’s message and/or change consumer awareness and attitudes.

C06 Native Advertising.
The contextually relevant creation and placement of sponsored messaging within appropriate programming.
* If you are submitting a series please upload all executions in a single mp3 file with a gap denoting the start of the next execution.

D. Culture & Context
Work that is brought to life through cultural insights and regional context. If you are submitting more than one execution please upload all executions in a single mp3 with a gap to denote each new execution.

D01 Local Brand.
Work for brands which are only distributed in a single locality or market that resonated with a specific target audience.

D02 Challenger Brand.
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.

D03 Single-market Campaign.
Work that only aired or ran in a single country / region / market. Entries should describe how the work was designed for the specific target market.

D04 Social Behaviour.
Work inspired by a specific audience / community, hinging on identifiable social behaviour.

D05 Cultural Insight.
Work inspired by a specific cultural insight stemming from the ideas, customs, values and lifestyles found within a specific region or locality.

D06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.

D07 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism which address social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.

D08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.

Looking for inspiration?

Hear from the 2022 Radio & Audio Jury President on why last year's Grand Prix winner was chosen.


Burger King
DAVID, Madrid, Spain
Radio & Audio Grand Prix
Eurobest 2022

2023 Jury President

Adrian Botan

Chief Creative Officer, McCann Europe, Global Exec...

McCann Worldgroup

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