GMG Radio Appoints Smooth Radio Creative Agency

GMG Radio has appointed Dye Holloway Murray to handle the creative account for its Smooth Radio brand.

Following a competitive four-way pitch DHM were chosen after demonstrating a creative idea that both captures the imagination and reflects the unique sound of Smooth Radio. Full details of the campaign will be announced shortly.

Smooth Radio is a six station network launched in March 2007 which broadcasts across the UK in London, the East and West Midlands, the North West and North East of England and Greater Glasgow. The brand is targeted at the underserved 40-59 year old market and early signs are that listeners love the wide variety of music from the last 50 years combined with entertaining ‘grown up’ speech.

GMG Radio is planning a significant marketing campaign to increase awareness and trial of Smooth Radio later this year.

Dye Holloway Murray – made up of partners Dave Dye, Justin Holloway and Jorian Murray – was launched in 2007 and has quickly established itself as a successful independent creative agency, with an impressive and varied client list including Breakthrough Breast Cancer, Howies, Land Securities, Strutt and Parker, The Economist and Sk:n Clinics.

Dave Dye, Partner, Dye Holloway Murray said: “It’s a very important win for us, but what’s really exciting
is being able to promote the best music from the last 50 years.”

The pitch was handled by the AAR and overseen by GMG Radio Group Commercial Director Stuart Taylor and Group Marketing Manager Helen Dickinson. Stuart Taylor said: “The standard of creative ideas was very high but Dye Holloway Murray’s idea we felt most accurately captured the spirit of Smooth Radio. The key ambition this year is to build awareness and drive trial and we are extremely excited about the launch of Smooth’s new campaign.”

The three other agencies involved in the pitch were Clear Marketing Communications, Hooper Galton and Mustoes.

Clear Marketing will continue to manage the creative accounts for Real and Century Radio and GMG Radio’s corporate brand.

In December 2007 GMG Radio appointed Mediacom to manage the media buying account for the group, which totals 13 stations under the Smooth, Real, Century and Rock Radio brands.

Further Info
Alison Halstead, Head of Communications, on 020 7298 7296 or 07966 243435

Published on 29/02/2008

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