Ralph van Dijk from Eardrum ran Radiocentre Ireland's Audio Masterclass focusing on what is required to create highly effective audio advertising. It was great to see people from the creative departments of Boys & Girls, TBWA, BBDO, Droga5, Core, The Public House and Publicis working and collaborating together and the same was true for a separate Masterclass for radio stations where people from WLR FM, Beat 102 103, highland Radio, Newstalk and RTE worked together. Among hearing tips about how to cast correctly, the benefits of using a director and suitable actors, planning pre-production meetings, the participants also had to make ads on the go! Many thanks to  for all their help in creating many audio ads on the fly. Listen to this fictitious ad that was created by one of the participants - the brief was that "lingerie gives you confidence" and the creative concept was that "it had to be two people in one ad, one English speaker and one non-English speaker". The brief and the concept had to be put together very quickly. Listen to the result below.‍