Built by a Broadcaster. Powered by AI.
From Creative Director at Capital Radio to building the future of moment marketing — the story of how 25 years in broadcast led to MME.
MME was born from 25 years of broadcast experience. Founder Peter Stone spent his career at the heart of UK radio — as Creative Director at Capital Radio Group, he produced thousands of ads and saw firsthand how powerful radio could be when the right message hit at the right moment.
He called it the POP Factor — Proximity to Opportunity to Purchase. A driver hears an ad near a store and changes direction. That moment of relevance, that split-second decision, is worth more than a thousand generic impressions.
But radio was stuck. Calendar campaigns. Slot-based scheduling. No data. No targeting. No way to prove it worked. Meanwhile, digital advertising raced ahead with real-time bidding, personalisation, and attribution — but lost the emotional power of audio.
MME bridges that gap. It brings the intelligence of digital to the emotional impact of radio, and extends it across social media. One moment, two channels, measurable results.
Through Go Create Academy, Peter has trained the next generation of creative professionals. Now, with MME, he's building the platform that brings AI-powered creativity to every radio station and every brand in the UK.
The POP Factor
Proximity to Opportunity to Purchase — the principle that made radio advertising powerful, reimagined for the age of AI and moment marketing.
Proximity
Traditional Radio
Geographic POP
A driver hears a radio ad near a car dealership and pulls in. Physical closeness to the point of purchase.
With MME
Temporal & Contextual POP
A listener hears a convertible ad when the sun is shining. The moment itself creates the proximity.
Opportunity
Traditional Radio
Slot-based scheduling
Ads run in pre-booked time slots regardless of what is happening in the real world.
With MME
Moment-triggered activation
Ads fire when the moment is right — weather, sport, news, traffic, culture — matched in real-time.
Purchase
Traditional Radio
Hope-based attribution
No way to prove the ad drove the sale. Advertisers simply hope it worked.
With MME
Tracked & attributed
Call tracking, footfall measurement, and online conversion — every moment-ad is measurable.
MME doesn't just put your ad near a store — it puts your ad inside a moment when the listener is most likely to act.
Credentials
A career built at the intersection of broadcast, creativity, and technology.
Creative Director, Capital Radio Group
Founder, Go Create Academy
25+ years in broadcast media
Award-winning radio commercial producer
AI & creative technology innovator
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