Agencies line up for Smooth

Smooth Radio, the radio broadcasting group owned by the Guardian Media Group, is on the hunt for an agency to handle its £3 million integrated advertising account.

Smooth Radio: seeks integrated approach
Smooth Radio: seeks integrated approach

The company has issued an RFI to a number of full-service agencies, with a view to holding a pitch. The AAR will handle the process.

Dye Holloway Murray has handled Smooth Radio's ad account since February 2008, after beating Mustoes, Hooper Galton and the incumbent, Clear Marketing, in a pitch. The agency will not repitch.

The agency launched a multimillion-pound campaign for the brand last year that featured iconic album covers photographed against black-and-white backgrounds.

Smooth Radio, which consists of six regional stations across the UK, has undergone a significant restructure in the past few years following a series of acquisitions, including those of Jazz FM and Saga.

All stations have been rebranded under the Smooth Radio umbrella, and positioned as an alternative to Radio 2 for the older listener.

The successful agency will develop a campaign to build on the broadcaster's "unwind with Smooth" brand positioning, and will target potential listeners and encourage advertisers to use radio to reach 40- to 59-year-olds.

MediaCom, the media agency on the business, is unaffected.

According to the most recent Rajar figures, Smooth Radio's six stations attracted a UK audience of around 2.44 million listeners, an increase of 0.33 per cent year on year.

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