LONDON, UK – Rey Tiempo sat down with Neo Mashigo, Chief Creative Officer of The Up & Up Group, Co-Founder of I See A Different You, and this year’s Jury President for Radio & Audio at the 2025 D&AD Awards, for a quick but insightful look into the enduring power of radio in today’s fast-evolving creative landscape as both a medium and a category in the industry awards space.
They delved into how, even in an age of cutting-edge innovation, the magic of a great radio idea isn’t at all defined by tech. At its core, the radio idea in its purest form still delivers.
Neo highlighted cultures like that of his home country, South Africa, where radio remains dominant. It also has one of the world’s largest stations, and a vibrant, still essential presence in creative briefs.
From the importance of bringing back fun and making life feel lighter, to the pride of hearing a Philippine entry make the very, very shortlist at D&AD, the conversation between the two is a must-watch (and hear!) for anyone who believes in the power of audio.
VIDEO Interview
adobo Magazine is an official media partner of the 2025 D&AD Festival and the 2025 D&AD Awards.
