Vowing to Boost Medium, Pond Opens Radio Shop

Sam Pond, a well-known Bay Area creative who founded Blazing Paradigm, has launched his latest business.

The 45-year-old adman last week opened a radio advertising company called Pond that will plan, write and record radio spots for clients and agencies. Pond said his experience writing radio copy—he won One Show and Addy awards for his radio spots—will help him mine this neglected territory.

“My mission is to create radio advertising that people actually request,” he said. “Radio is a wonderful medium for telling stories and instigating response.” Its advertising, he said, should do the same.

Pond specialized in radio throughout his career. He started at the former Hal Riney & Partners and Chiat/Day, working on accounts such as Prego, Sutter Home Wines, Stroh’s and Lone Star Beer.

At Goodby, Silverstein & Partners, he was creative director on Sega of America, Pizza Hut and Starbucks. Blazing Paradigm worked on accounts such as The North Face, Gymboree and Foods.com.

“His work is creative and also has great strategy behind it,” said Howard Seidel, creative director at Seidel O’Neil & Partners. “Having a guy like that have his own business scares the bejesus out of me because we do a lot of radio. Hopefully we’ll be able to use him.”

Pond said he will be able to use his own voice and drama experience to enhance his work. Over the years he has performed as a Shakespearean actor, most recently at the Oregon Shakes peare Festival.

“The difference between me and most copywriters is I have a background in drama and did voiceovers,” Pond said. “You need to be able to bring out the best performances for radio, and you have to make things truly entertaining. Plus, I have a knack for things that sound good to the ear.

“The reason I’m setting this up is because it’s a personal passion to elevate the medium,” he added. “I want to raise the bar for what radio advertising can be.”