Radio may be no stranger to diversification, but while podcasts, events and digital radio have been hogging the limelight, hiding in the background is the growing network divisions of in–house creative. Commercial radio networks including Nova Entertainment, Australian Radio Network (ARN) and Southern Cross Austereo (SCA) have all been developing and setting up creative teams dedicated to servicing clients’ ad creative needs not just for radio, but digital and even most recently, television. Traditionally clients wanting to advertise via radio would have assets created elsewhere, such as in creative or full-service agencies, but as radio networks look to get a greater slice of ad pie, they are increasingly taking a wider role in ad creation and branded content strategy.