In 2008, Bloomberg Radio was losing listeners. The venerable financial news station was perceived by many to be dry and lacking personality. Barker DZP saw an opportunity to revitalize the brand’s image in two ways. First, a new tagline, “Worth Every Minute,” reinforced the critical value of Bloomberg’s financial information and analysis. And secondly, we deployed a new outdoor campaign that used wry humor to focus awareness and drive ratings. The result? Bloomberg Radio’s ratings rocketed up 66% within three weeks.