Profile - Harrison is making waves for radio

"It's an appropriate aspiration," he insists. "We were at 6.8% three years ago, so it's not outlandish. It will take some work to get there, but we have to set stretching goals to galvanise the industry."

So, he's not afraid to talk tough. But while it's all very well setting ambitious goals to put the proverbial rocket up the sector, the RadioCentre will have to take a leading role in making that goal a reality. So how does Harrison propose to do it?

His focus, as his speech also made clear, is on increasing revenue and audience, helping to prepare for the migration to digital and, perhaps most importantly, revitalising the sector's current, rather lacklustre image among advertisers and their agencies.

Brand relaunch

A marketing man who has spent his life client-side, it is maybe unsurprising that he speaks in terms of leading a "brand relaunch" for radio. And he is adamant that his experience gained with advertisers like Procter & Gamble, Nestle and Coca-Cola will prove invaluable.

"It's about understanding the consumer's needs and radio is a brand relaunch like any other," he explains. "I spent my life doing Ariel, Pampers, KitKat - all part of the fabric of British daily life, as is radio.

"The way this (job) excited me was that, rather than marketing detergent, chocolate or yoghurt, you're marketing a whole industry - relaunching radio so it becomes again the vibrant, dynamic part of a wider media industry and reconnects with consumers' lives." Harrison is not the only one confident he has the right skills to pull radio out of the doldrums. Howard Bareham, head of radio at MindShare, believes his client-side experience is "a good thing".

"It's fresh thinking; a fresh pair of eyes," he says. "Coming from a different background is what we need.

"Six months in, it's very positive. These things take a while - we are not going to see an improvement in overall revenue straight away, but he is committed and very passionate."

Although new to radio, Harrison has worked hard to bring himself up to speed with its major issues. High on his agenda is working with Ofcom to relax regulation surrounding local radio station formats.

"Commercial radio is more heavily regulated than some other media - there are none of those restrictions on press or online. As we compete for advertising money, we have less commercial freedom to operate, so it's about the balancing the public value that radio delivers with commercial freedom to operate. I would be very happy to engage with Ofcom on discussion about local formats."

This will happen through its upcoming Future of Radio report, which he hopes will also provide a vehicle for the RadioCentre to wield its influence on the migration to digital.

Promotional work

A fan of digital station Planet Rock, Harrison accepts the industry has some work to do in promoting the proposition. While he is enthusiastic about its compatibility with mobiles, MP3 players and in-car, he admits that no matter how many devices the consumer can use to access it, they are unlikely to bother with digital radio unless they are aware of what it offers.

"It comes back to the marketing job," he says. "There is lots of great content but we need to market the fact. People are buying DABs, pressing the buttons, but not trying what's out there. One thing that would help is to get scrolling text - an electronic programme guide like on Sky."

A walking advocate for his "brand", his enthusiasm for a phoenix-like recovery for his members is buoyed up by the BBC's recent disappointment over the licence settlement. But he concedes it is largely down to the Beeb that the industry is in such "rude good health" in the first place.

Now he is optimistic that the RadioCentre can leverage that general strength to commercial radio's advantage, winning back share and increasing revenue.

"There's recognition that we are stronger together," he says. "You can still make distinctive programming and propositions on your stations, but on wider issues we have to have a joined-up point of view. We need an industry solution for listeners across the country, with the BBC as well, to go to the Government and say 'these are the needs that have to be met'.

"I have been around to each of the major agencies for their view.

"The feeling is that everybody's beginning to understand commercial radio is fighting back. There's a vibrant and dynamic future - and 2007 is a critical year."

CV

2006: Chief executive RadioCentre

2004: Managing director, Muller Dairy

2003: Voted Marketer of the Year, Marketing Society Awards

2000: Director of marketing, UK Confectionery, Nestle Rowntree

1998: Marketing director, Coca-Cola Great Britain. Returned as marketing director, hair, Procter & Gamble UK

1996: Marketing director, health and beauty, Procter & Gamble, Portugal

1987: Various brand manager and marketing manager positions, Procter & Gamble.